Marketing and multicultural diversity / edited by C.P. Rao.

Format:

Book

Contributor:

Rao, C. P.

Series:

New perspectives in marketing series.

New perspectives in marketing

Language:

English

Subjects (All):

Consumer behavior.

Market segmentation.

Marketing--Social aspects.

Marketing.

Physical Description:

1 online resource (288 p.)

Edition:

1st ed.

Place of Publication:

Aldershot, England : Burlington, VT : Ashgate, c2006.

Language Note:

English

Summary:

As populations become increasingly mobile and production is globalized, countries and regions around the world are becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. These important issues are addressed in this detailed volume, which examines critical multicultural marketing issues at various geographic national, regional and global levels.

Contents:

Cover; Contents; About the Contributors; 1 Introduction; Part I: Conceptual Issues; Part II: Methodological Issues; Part III: Majority Versus Minority Consumer Behaviors; Part IV: Ethnic Consumer Behaviors; Part V: Organizational Cultures and Relationships; Part VI: Global Consumer Diversity; Selected Bibliography; Index

Notes:

Description based upon print version of record.

Includes bibliographical references (p. [265]-268) and index.

ISBN:

1-281-09717-9

9786611097172

0-7546-8110-6

OCLC:

476279149