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Consumer Cosmopolitanism in the Age of Globalization by Melvin Prince

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Preface

Today’s emerging global culture is tied to no place or period.

— Anthony D. Smith

I expect that the information about cosmopolitan consumers presented in this book will be used to great practical advantage by marketers to improve the breadth of their decisions. This 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.

In this age of globalization, much attention in marketing has been given to such important matters as country-of-origin effects on buying, consumer ethnocentrism, and strong consumer preferences for domestic products, tourism marketing, prestige branding, lifestyle segmentation, communications and emerging ...

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