Consumer cosmopolitanism in the age of globalization
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| Médium: | Elektronický zdroj E-kniha |
| Jazyk: | angličtina |
| Vydáno: |
[New York, N.Y.] (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2012.
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| Vydání: | 1st ed. |
| Edice: | 2012 digital library.
Consumer behavior collection. |
| Témata: | |
| On-line přístup: | An electronic book accessible through the World Wide Web; click to view |
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Obsah:
- 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.