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Consumer cosmopolitanism in the age of globalization / / editor, Melvin Prince



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Titolo: Consumer cosmopolitanism in the age of globalization / / editor, Melvin Prince Visualizza cluster
Pubblicazione: [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012
Edizione: 1st ed.
Descrizione fisica: 1 online resource (296 p.)
Disciplina: 658.8342
Soggetto topico: Consumer behavior
Cosmopolitanism
Market segmentation
Globalization
Soggetto non controllato: acculturation
animosity
beliefs
consumers
cosmopolitan
culture
consumption
customs
ethnocentrism
globalization
social identity
international
locals
materialism
national identity
purchase behavior
relationship marketing
market segmentation
tastes
values
xenocentrism
Altri autori: PrinceMelvin  
Note generali: Part of: 2012 digital library.
Nota di bibliografia: Includes bibliographical references (p. 233-260) and index.
Nota di contenuto: About the contributors -- Acknowledgments -- Preface -- Introduction: the changing world and cosmopolitan consumers -- Part I. Globalization and the cosmopolitan consumer -- 1. Cosmopolitanism as a journey: the construct and dynamics of change / Hugh M. Cannon and Attila Yaprak -- 2. The global nexus of transversal values and cosmopolitan consumers: understanding the intersection of values and consumers that cross over cultures, contexts, and countries / J. Walker Smith -- Part II. What are cosmopolitans made of ? -- 3. Becoming and being a cosmopolitan consumer / Mark Cleveland and Michel Laroche -- 4. Relative national identity and consumer product evaluations / Aditi Grover and Philip Ramsey -- 5. Cosmopolitans go shopping: a phenomenological inquiry into how cosmopolitans relate to global and local brands / Siok Kuan Tambyah and Darius Chen -- Part III. Consumer cosmopolitans: the new marketing role -- 6. Segmentation strategies for cosmopolitan consumers / Petra Riefler -- 7. Communications and cosmopolitanism / Robert Halsall -- 8. Relationship marketing to cosmopolitan consumers / Melike Aktas Yamanoglu and Besime Pinar Ozdemir -- Notes -- References -- Index.
Sommario/riassunto: Cosmopolitans are individuals with a distinctive kind of extended national and international orientation, a global vision and sense of belonging to the world. These people are sophisticated and importantly engaged in the cultures outside of local geographical boundaries. Information about cosmopolitan consumers--their origins, values, media usage, and buyer behavior--presented in this book will be used to great practical advantage by marketing educators as well as by practicing marketers. This unique book fills a knowledge gap that has long been overlooked largely because other related marketing areas have overshadowed and overlooked the notion of cosmopolitan consumers. Until the publication of this volume, there has been no single authoritative source that directly and comprehensively covers the field of consumer cosmopolitanism. Moreover, through original essays by an all-star cast of contributors, the reader is introduced to a powerful new approach to marketing, eclectically packed with novel ideas and insights that noticeably advance the marketing field and bring it more fully into the age of globalization.
Titolo autorizzato: Consumer cosmopolitanism in the age of globalization  Visualizza cluster
ISBN: 1-283-89500-5
1-60649-365-5
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910819914603321
Lo trovi qui: Univ. Federico II
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Serie: 2012 digital library. Consumer behavior collection. . 2163-937X