MULTICULTURAL MARKETING MANAGEMENT

Business today faces an intensifying competitive environment. Marketers and investors who wish to succeed on the global stage must have crucial information on hand to aid decision making in markets that may be completely different culturally and environmentally from one another. These differences can impact behaviors, purchasing powers, and decision making processes of consumers, thereby complicating the multicultural marketing. Moreover, consumers are continually changing through globalization. How to effectively meet consumer needs in this age of globalization? ‘Multicultural Marketing Management’ provides guidance on how to study different markets to help businesses get closer to these different consumers. Moreover, this book offers recommendations on organization management and marketing strategies that include product design, market research, consumer behavior, pricing, promotion, and world trends.