Consumer cosmopolitanism in the age of globalization/ editor, Melvin Prince.
Prince, Melvin.
2012
HF5415.32 .C653 2012
Available Online

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Title Consumer cosmopolitanism in the age of globalization/ editor, Melvin Prince.
Edition 1st ed.
ISBN 9781606493649 (pbk.)
9781606493656 (electronic bk.)
DOI https://doi.org/10.4128/9781606493656
Imprint [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2012.
Language English
Description 1 electronic text (xxvi, 265 p.) : digital file.
Other Standard Identifiers 10.4128/9781606493656 doi
Call Number HF5415.32 .C653 2012
Dewey Decimal Classification 658.8342
Summary 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. Information about cosmopolitan consumers--their origins, values, media usage, and buyer behavior--presented in this book will be used to great practical advantage by marketing educators as well as by practicing marketers. This unique book 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 the publication of this volume, there has been no single authoritative source that directly and comprehensively covers the field of consumer cosmopolitanism. Moreover, through original essays by an all-star cast of contributors, the reader is introduced 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.
Note Part of: 2012 digital library.
Bibliography, etc. Note Includes bibliographical references (p. 233-260) and index.
Access Note Access limited to authorized users.
Available Note Also available in print.
System Details Note Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
Source of Description Title from PDF t.p. (viewed on October 23, 2012).
Added Author Prince, Melvin.
Series 2012 digital library.
Consumer behavior collection. 2163-937X
Available in Other Form Print version: 9781606493649
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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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.

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