The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct

"This book explores the strategies associated with promoting products and services to a culturally-diverse target market, providing innovative solutions for glo

As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. S

Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, an

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing meth