Marketing in a multicultural world
By:Janeen Arnold Costa,Gary J. Bamossy
Published on 1995-04-05 by Sage Publications, Inc
|The book appears pertinent in the context of the emerging potpourri of cultures today.... It makes for useful reading reminding you as it does of the seriousness of the incessant cultural and ethnic changes taking place all around.| --Business India |This eclectic collection probably represents the best examples of research currently available and is a fascinating, pioneering exploration of an important field of study.| --Choice Exploring cultural identity and its impact on marketing, Marketing in a Multicultural World breaks new ground by synthesizing research, analyzing trends, assessing data, and defining and describing culture and cultural identity in its various manifestations. Chapters discuss perspectives on ethnicity, nationalism, and cultural identity; globalization as a social and economic phenomenon; and strategies used by ethnic groups in Europe and North America to establish their place in the dominant cultures and economic systems. Adding to the wealth of information presented are case studies on the Italian Canadian home, current Romanian consumption patterns, Turkish Germans' niche in Berlin's fast-food market, cross-border shopping in Northern Ireland, marketing and consumption of traditional ethnic crafts in India and Mexico, and the marketing of cultural products in museum retail shops. Global trends in emerging ethnicity--and also in global marketing--make this an especially timely book. Marketing in a Multicultural World is the perfect text for scholars, students, and professionals in marketing and race and ethnic studies.
This Book was ranked at 14 by Google Books for keyword the new mainstream how the multicultural consumer is transforming american business.
Book ID of Marketing in a multicultural world's Books is YlQfAQAAIAAJ, Book which was written byJaneen Arnold Costa,Gary J. Bamossyhave ETAG "P0VR+xdEGXE"
Book which was published by Sage Publications, Inc since 1995-04-05 have ISBNs, ISBN 13 Code is 9780803953277 and ISBN 10 Code is 0803953275
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Book which have "341 Pages" is Printed at BOOK under CategoryBusiness and Economics
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