Marketing in a Multicultural World

Ethnicity, Nationalism, and Cultural Identity
1. Auflage 1995
ISBN: 978-0-8039-5328-4
Verlag: Sage Publications

Buch, Englisch, 341 Seiten, Paperback, Format (B × H): 152 mm x 229 mm, Gewicht: 572 g

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.

Autoren/Hrsg.

Bamossy, Gary J.

Costa, Janeen Arnold

Costa, Janeen A.

Bamossy, Gary J. (Joseph)

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

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