Multicultural marketplaces : new territory for international marketing and cross-cultural consumer research / guest editors, Dr Catherine Demangeot, Professor Amanda J. Broderick and Professor C. Samuel Craig.

Format:

Book

Contributor:

Demangeot, Catherine, editor.

Broderick, Amanda J., editor.

Craig, C. Samuel, editor.

Series:

International Marketing Review: Volume 32, Issue 2

International Marketing Review, 0265-1335 ; Volume 32 Number 2

Language:

English

Subjects (All):

Export marketing.

Marketing.

International business enterprises.

Physical Description:

1 online resource (137 p.)

Edition:

1st ed.

Place of Publication:

[Bradford, West Yorkshire, England] : Emerald, [2015]

Language Note:

English

Summary:

This special issue is dedicated to the memory of Susan P. Douglas, whose pioneering work on multicultural dynamics in international marketing has inspired many other scholars including this issue's guest editors, to develop further research in this area.

Contents:

Cover; Editorial boards; Guest editorial; Researching the global marketplace:Susan Douglas' legacy; Susan Douglas: the "founding mother"of the European Marketing Academy; Multicultural marketplaces; Luxury brand markets as confluences of multiple cultural beliefs; Service nepotism in the multi-ethnic marketplace:mentalities and motivations; Global cities and cultural experimentation:cosmopolitan-local connections; A multicultural blend:metaphors, cognitive social capital and multiculturalism; In search of the good life

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF cover (ebrary, viewed June 15, 2015).

ISBN:

1-78560-097-4

OCLC:

912323285