Includes bibliographical references and index.

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition if they want to build long-term customer relationships. In Transcultural Marketing: Building Customer Relationships in Multicultural America, these topics are woven into profiles of nine American subcultures whose members have unique information sources, marketing preferences, values, and groups with which they identify. This unique book describes the most influential American subcultures currently shaping their members' marketplace choices. The chapters profile three ethnic subcultures (U.S. Latinos, African Americans, Asian Americans), five age-cohorts (Tweens, Generation Y, Generation X, the Baby Boomers, and the Mature Market), and one subculture based on sexual orientation and identity (the LGBT subculture). Each profile details the demographics, geographic concentrations, cultural values, media habits, media availability, and unique marketing preferences of members of that subculture. Examples of successful companies show how transcultural marketing tactics reinforce bonds with customers based on shared values and affiliations. Transcultural Marketing is based on a wealth of academic, trade and proprietary research and includes plentiful cases, advertisements, and descriptions of marketing programs.

Crossing cultural borders at home: transmigration : Forces of change: stirring up the melting pot! ; Value systems define cultural boundaries ; American mainstream values -- Who do you want to be today? Choosing products, creating identities : The American "self" and social identity ; Shopping for identities in our market spaces ; The personal values link to social identity and market-space choices ; Characteristics of American subcultures ; Summary: The multicultural identity formula -- Transcultural marketing: developing a cultural values proposition : Key themes in transcultural marketing: values and affiliations ; The values of transcultural marketing ; Putting transcultural marketing into action ; Strategic options for transcultural marketing ; Ethical challenges in transcultural marketing -- U.S. Hispanics: cultural roots unite a diverse group : What do the labels "Hispanic" and "Latino" mean? ; U.S. Latinos: population growth and increased buying power ; Latino identity, language use, and acculturation among U.S. Latinos ; Family, church, and language preferences express Hispanic cultural values ; Latino sources of marketplace information and media habits and availability ; Search strategies and buying preferences of Latino consumers -- Age differences create unique consumer subcultures : Shared experiences and values create consumer subcultures ; Tweens are in search of "what's cool" ; Generation Y is creating "what's cool" in an insecure world ; Generation X cynics want straight talk from marketers ; Baby boomers grow old, and still try not to act it ; Mature Americans: meeting needs while aging in a youth-oriented culture -- African Americans: ethnic roots, cultural diversity : The myth of race ; African-American diversity ; Ethnic identity and African-American cultural values ; African Americans as consumers ; Information sources and media preferences ; Caveat marketer! -- Sexual orientation as community boundary: LGBT Americans : Being homosexual in a straight world ; Demographics of LGBT Americans ; Gay neighborhoods and lifestyles ; Diverse LGBT communities, united in favor of gay rights ; The media: importance of endorsement ; Marketing experiences and responses of gay consumers -- Asian Americans: realizing the "Asian-American dream" : Asian America: diversity of cultures, resources, and experiences ; Continued traditions ; Bridging two cultures ; Asian-American sources of information and media patterns ; The marketplace as social network and expression of values.