000			03326cam a2200397 i 4500
001			18554041
003			BJBSDDR
005			20250623114945.0
007			ta
008			150403s2015 nyu b 001 0 eng
010			_a 2015011877
020			_a9781137279712 (alk. paper)
040			_aDLC _beng _cDLC _erda _dDLC
041			_a eng
042			_apcc
050	0	0	_aGN365 _b.R37 2015
082	0	0	_a306 _223
100	1		_aRapaille, Clotaire _942840
245	1	4	_aThe global code : _bhow a new culture of universal values is reshaping business and marketing / _cClotaire Rapaille.
250			_aFirst edition.
264		1	_aNew York, NY : _bSt. Martin's Press, _c2015
300			_axi, 291 pages ; _c24 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIncludes bibliographical references and index.
505			_aPart one. The global tribe : Who they are ; Where they live ; How they travel Part two. How they set the standards : The global code for beauty ; The global code for luxury ; The global code for pleasure Part three. Global codes : The global code for survival ; The global code for adaptability and change ; The global code for leadership Part four. The future of our planet : The global code for higher education ; The global code for millennials ; The great divide : the U-curve Conclusion : The satellite tribe
520			_aFor decades, Clotaire Rapaille's work has focused on how people's relationships with the most important concepts in their lives - love, health and money, for instance - are guided by subconscious cultural messages. But recently - as the world has become increasingly, even constantly, interconnected - he has pinpointed a new phenomenon: a 'global unconscious, ' or a set of core values and feelings that are consistent worldwide, even in strikingly different cultures, and embodied by a Global Tribe of ultra-mobile individuals, fluent in the language of culture and untied to any notion of nationalism or ideology. The tribe's members are defining the key values driving our new world economy and determining how companies market their products and services. Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of masterly knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? The answers come from the international taste makers who now define aspiration for everyone. Drawing on seven years of research, Rapaille reveals the common yearnings in heads and hearts everywhere, and how marketers and service providers can tailor their messages accordingly. 'The Global Code' is an invaluable glimpse at how our new multi-sphere world is affecting us all" _bJacket
650		0	_aCulture diffusion.
650		0	_aCulture and globalization.
650		0	_aCosmopolitanism _xEconomic aspects.
650		0	_aValues _xEconomic aspects.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _n0 _cBK
999			_c123930 _d123930