In an increasingly multicultural marketing context, the question of the compatibility of ethical values with cultural borders has gained much importance over the past decades. Given that more and more countries with rapid economic development are being integrated into world markets, culture needs to be understood as a multidimensional phenomenon that comprises more than just nationality. In the last few years, there has been a rapidly increasing need for an in-depth cross-cultural consumer understanding. A marketer must not only understand fully the meanings of brands and products to domestic consumers, but must also attempt to understand which of these meanings are easily and effectively transportable to consumers in other cultures. Consumption and the consumer have always had and, will continue to have, far-reaching managerial consequences, with contemporary marketing and consumer behavior steadily responding to a growing demand for insights into both the empirical and the practical realities of consumer culture. This book delves into the anthropological perspectives and methods as employed in the elements of the marketing mix, advertising and promotion, relationship management, managerial intervention and development, class and gender-linked consumer behavior, and the product of consumption.
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