Consumer cosmopolitanism in the age of globalization / editor, Melvin Prince.

• Superior document: Consumer behavior collection,
• TeilnehmendeR: Prince, Melvin.
• Year of Publication: 2012
• Edition: 1st ed.
• Language: English
• Series: 2012 digital library.; Consumer behavior collection.
• Physical Description: 1 electronic text (xxvi, 265 p.) :; digital file.
• Notes: Part of: 2012 digital library.

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 cosmopolit...

Table of Contents

• 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.