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Consumer Cosmopolitanism in the Age of Globalization

Melvin Prince (author)

ISBN: 9781606493649

Publication Date: Nov 2012

Format: Paperback

Cosmopolitans are individuals with a distinctive kind of extended national and international orientation, a global vision, and sense of belonging to the world. This book examines this group, and fills a knowledge gap that has been overlooked because other related marketing areas have overshadowed the notion of cosmopolitan consumers.
£7.95

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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.
Pages 180
Date Published 30 Nov 2012
Publisher Business Expert Press
Subject/s Illness & addiction: social aspects   Behavioural economics  
Melvin Prince, Professor of Marketing, Southern Connecticut State University, USA.

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