03298cam a2200421 i 450000100090000000300080000900500170001700700030003400800410003701000170007802000310009502000150012604000280014104100080016904200080017705000230018508200080020810000320021624501190024825000190036726400460038630000270043233600210045933700250048033800230050550400510052850505180057952014940109765000230259165000300261465000310264465000310267565000390270665000200274565000440276565000300280965000370283918554041BJBSDDR20250805115440.0ta150403s2015    nyu      b    001 0 eng    a  2015011877  a9781137279712 (alk. paper)  a1137279710  aDLCbengcDLCerdadDLC  aeng  apcc14aGN 365bR216g 201500a3061 aRapaille, Clotaire, d1941-14aThe global code :bhow a new culture of universal values is reshaping business and marketing /cClotaire Rapaille.  aFirst edition. 1aNew York, NY :bSt. Martin's Press,c2015  axi, 291 pages ;c24 cm  atext2rdacontent  aunmediated2rdamedia  avolume2rdacarrier  aIncludes bibliographical references and index.0 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  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 0aCulture diffusion. 4aDifusión de la cultura  0aCulture and globalization. 4aCultura y globalización  0aCosmopolitanismxEconomic aspects. 4aCosmopolitismo  4aCosmopolitismo xAspectos económicos  0aValuesxEconomic aspects. 4aValores xAspectos económicos