Marketing in a Multicultural World - Ethnicity, Nationalism, and Cultural Identity

Klappentext The latest theories on cultural identity and the impact of ethnicity on the practice of marketing are presented in this timely book. Issues addressed include: various ethnic responses to marketing strategies; marketing and ethnicity in developing countries and emerging capitalist nations; the effect of ethnicity on product evaluation and choice; the use of consumer goods and services to express ethnicity; and the involvement of specific ethnic groups in various aspects of the marketing profession.The latest theories on cultural identity and the impact of ethnicity on the practice of marketing are presented in this timely book. Issues addressed include: various ethnic responses to marketing strategies; marketing and ethnicity in developing countries and emerging capitalist nations; the effect of ethnicity on product evaluation and choice; the use of consumer goods and services to express ethnicity; and the involvement of specific ethnic groups in various aspects of the marketing profession. Inhaltsverzeichnis PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETING Perspectives on Ethnicity, Nationalism, and Cultural Identity - Janeen Arnold Costa and Gary J Bamossy Ethnoconsumerism - Alladi Venkatesh A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Marketing and the Redefinition of Ethnicity - Dominique Bouchet Consumer Culture or Culture Consumed? - A Fuat Firat Interest Groups with a Noble Face - Eugeen Roosens PART TWO: CASE STUDIES AND APPLICATIONS The Cultural Past in the Present - Annamma Joy et al The Meaning of Home and Objects in the Homes of Working-Class Italian Immigrants in Montreal Ethnicity and Consumption in Romania - Russell W Belk and Magda Paun McDöner - Ayse S Caglar Döner Kebap and the Social Positioning Struggle of German Turks Blurred Borders - Thomas M Wilson Local and Global Consumer Culture in Northern Ireland Marketing Developing Society Crafts - Kunal Basu A Framework for Analysis and Change Culture and the Marketing of Culture - Janeen Arnold Costa and Gary J Bamossy The Museum Retail Context ...

Product details

• Authors: Janeen Arnold Costa, Janeen Arnold Bamossy Costa
• Assisted by: Bamossy (Editor), Gary J Bamossy (Editor), Gary J. Bamossy (Editor), Gary J. (Joseph) Bamossy (Editor), Janeen A Costa (Editor), Janeen A. Costa (Editor), Janeen Arnold Costa (Editor), Costa Janeen Arnold (Editor)
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 20.04.1995
• EAN: 9780803953284
• ISBN: 978-0-8039-5328-4
• No. of pages: 341
• Subjects: Social sciences, law, business > Business > Advertising, marketing; SOCIAL SCIENCE / Minority Studies, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, SOCIAL SCIENCE / Anthropology / General, BUSINESS & ECONOMICS / Sales & Selling / General, Sales & marketing, Ethnic groups and multicultural studies, Sales and marketing, SOCIAL SCIENCE / Biracial & Multiracial Studies, Advertising & Promotion