Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity / Edition 1

Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity / Edition 1

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by Janeen Arnold Costa
     
 

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

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Overview

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.

Product Details

ISBN-13:
9780803953284
Publisher:
SAGE Publications
Publication date:
04/05/1995
Edition description:
New Edition
Pages:
341
Product dimensions:
6.00(w) x 9.00(h) x 0.79(d)

Meet the Author

Table of Contents

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

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