Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Juan Miguel Alcántara-Pilar, Salvador del Barrio-García, Esmeralda Crespo-Almendros, Lucia Porcu
Indexed In: SCOPUS
Release Date: April, 2015|Copyright: © 2015 |Pages: 403
DOI: 10.4018/978-1-4666-8262-7
ISBN13: 9781466682627|ISBN10: 1466682620|EISBN13: 9781466682634
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Description & Coverage
Description:

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 their promotional efforts to appeal to a global customer base.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Advertising
  • Consumer Behavior
  • Cross-Cultural Marketing
  • Cultural Identity
  • Cultural Values
  • Ethnocentrism
  • Globalization
  • Marketing Strategies
Reviews & Statements

Topics include the roles of cross-cultural perspectives in global marketing, a cross-cultural perspective on the globalization of the art market where local features meet global circuits, a cross-national effect on ethnocentrism in purchase intention, applying psycho-linguistic and socio-linguistic theories in marketing research, and codeswitching as an alternative approach to traditional communication methods for reaching multilinguals in the global marketplace.

– ProtoView Book Abstracts (formerly Book News, Inc.)
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Editor/Author Biographies
Juan Miguel Alcántara-Pilar is Assistant Professor of Marketing at University of Granada (Spain) at the Faculty of Education, Economy and Technology of Ceuta. His areas of specialization are Marketing Online, Cross-Cultural Marketing, Language Effect on Consumer Behavior and Behaviors in Multi-Racial Communities. He has published several books as co-author on these matters. He has also published various peer-reviewed papers in prestigious journals such as Cross Cultural Management: An International Journal and Computers in Human Behavior, among others.
Salvador Del Barrio-García is Associate Professor of Marketing at University of Granada (Spain). His areas of specialization are the Integrated Marketing Communication (IMC), Marketing Online, Cross-Cultural Marketing, Marketing for Higher Education, and Digital Humanities. He has published several books as author and co-author on these matters. He has also published various peer-reviewed papers in prestigious journals such asInternational Journal of Advertising, Journal of Advertising Research, Cross Cultural Management: An International Journal, Computers in Human Behaviour, Business Services, Cornell Hospitality Quarterly, European Journal of Marketing, Cities, Public Relations Revieww, among others.
Esmeralda Crespo-Almendros is an Assistant Professor of Marketing and Market Research Department at University of Granada (Spain). Her areas of specialization are Marketing Communication, Online Consumer Behavior and Marketing Online. She has published several books as co-author on these subject areas (Springer-Gabler, IGI Global). She has published various peer-reviewed papers on journal like Journal of Advertising Research, Business Services and Tourism & Management Studies. She has participated in prestigious international congress (EMAC, ICORIA, Academy of Marketing).
Lucia Porcu is post-doctoral research fellow and lecturer of Marketing at the University of Granada (Spain). She has previous experiences as visiting scholar at Brock University (CANADA), Northwestern University (USA) and University of Bologna (ITALY). Her research interests are Integrated Corporate Communication (ICC), cross-cultural marketing and Digital Humanities. She has participated to several international conferences (EMAC, ICORIA, CMC, among others) and has published in prestigious journals, such as International Journal of Advertising, Computers in Human Behavior and Communication & Society.
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