Prince, Melvin. text abstract or summary Electronic books. nyu New York, N.Y.] (222 East 46th Street, New York, NY 10017) Business Expert Press 2012 1st ed. monographic eng

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access 1 electronic text (xxvi, 265 p.) : digital file. 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. 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. specialized editor, Melvin Prince. Part of: 2012 digital library. Includes bibliographical references (p. 233-260) and index. Access restricted to authorized users and institutions. Also available in print. Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. Mode of access: World Wide Web. System requirements: Adobe Acrobat reader. Consumer behavior Cosmopolitanism Market segmentation Globalization acculturation animosity beliefs consumers cosmopolitan culture consumption customs ethnocentrism globalization social identity international locals materialism national identity purchase behavior relationship marketing market segmentation tastes values xenocentrism HF5415.32 .C653 2012 658.8342 9781606493656 (electronic bk.) https://ebookcentral.proquest.com/lib/kuct-ebooks/detail.action?docID=1039215 https://ebookcentral.proquest.com/lib/kuct-ebooks/detail.action?docID=1039215 Access restricted to authorized users and institutions. MiAaPQ 121023 20250821122607.0 EBC1039215