Consumer Cosmopolitanism in the Age of Globalization

CHAPTER 8

Relationship Marketing to Cosmopolitan Consumers

Melike Aktas Yamanoglu

Faculty of Communication, Ankara University

Besime Pınar Ozdemir

Faculty of Communication, Ankara University

Introduction

The fact that consumers are becoming citizens of the world makes it necessary for organizations to employ different marketing strategies and tools to acquire and keep these cosmopolitan consumers by means that transcend traditional marketing efforts based on transactional exchanges. Generally conceptualized under a 4P concept, or marketing mix, transactional marketing practices have some shortcomings due to their limitations to sustain genuine customer orientation and to meet shifting expectations and concerns of consumers. Objections mostly ...