This unique book describes the most influential American subcultures currently shaping their members' marketplace choices. To build long term customer relationships, marketers must offer a cultural values proposition - they must understand and apply transcultural marketing methods.
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
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