Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition if they want to build long-term customer relationships. In Transcultural Marketing: Building Customer Relationships in Multicultural America, these topics are woven into profiles of nine American subcultures whose members have unique information sources, marketing preferences, values, and groups with which they identify.
This unique book describes the most influential American subcultures currently shaping their members' marketplace choices. The chapters profile three ethnic subcultures (U.S. Latinos, African Americans, Asian Americans), five age-cohorts (Tweens, Generation Y, Generation X, the Baby Boomers, and the Mature Market), and one subculture based on sexual orientation and identity (the LGBT subculture). Each profile details the demographics, geographic concentrations, cultural values, media habits, media availability, and unique marketing preferences of members of that subculture. Examples of successful companies show how transcultural marketing tactics reinforce bonds with customers based on shared values and affiliations.
Transcultural Marketing is based on a wealth of academic, trade and proprietary research and includes plentiful cases, advertisements, and descriptions of marketing programs.