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Author Prince, Melvin
Title Consumer Cosmopolitanism in the Age of Globalization
Imprint New York : Business Expert Press, 2012
book jacket
Descript 1 online resource (296 pages)
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Note Intro -- Contents -- About the Contributors -- Acknowledgments -- Preface -- Introduction: The Changing World and Cosmopolitan Consumers -- PART I. Globalization and the Cosmopolitan Consumer -- CHAPTER 1. Cosmopolitanism as a Journey: The Construct and Dynamics of Change -- CHAPTER 2. The Global Nexus of Transversal Values and Cosmopolitan Consumers: Understanding the Intersection of Values and Consumers that Cross Over Cultures, Contexts, and Countries -- PART II. What Are Cosmopolitans Made of? -- CHAPTER 3. Becoming and Being a Cosmopolitan Consumer -- CHAPTER 4. Relative National Identity and Consumer Product Evaluations -- CHAPTER 5. Cosmopolitans Go Shopping: A Phenomenological Inquiry into How Cosmopolitans Relate to Global and Local Brands -- CHAPTER 6. Segmentation Strategies for Cosmopolitan Consumers -- CHAPTER 7. Communications and Cosmopolitanism -- CHAPTER 8. Relationship Marketing to Cosmopolitan Consumers -- Notes -- References -- Index -- Other Title Page
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. But what do we know about them as consumers-their origins, values, media usage, and buyer behavior? This unique book details much about this group, and 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 this book, in fact, there has been no single authoritative source that directly and comprehensively covers the field of consumer cosmopolitanism. This book also includes original essays by an all-star cast of contributors, giving you an introduction 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
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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Prince, Melvin Consumer Cosmopolitanism in the Age of Globalization New York : Business Expert Press,c2012 9781606493649
Subject Consumer behavior.;Cosmopolitanism.;Market segmentation.;Globalization.;acculturation;animosity;beliefs
Electronic books
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