Marketing and multicultural diversity

edited by C.P. Rao

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

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Year of publication:	c2006
Other Persons:	Rao, C. P. (contributor)
Publisher:	Aldershot, England : Ashgate
Subject:	Marketing \| Interkulturelle Beziehungen \| Cross-cultural relations \| Ethnische Gruppe \| Ethnic group \| Welt \| World \| Kulturelle Identität \| Cultural identity \| Konsumentenverhalten \| Consumer behaviour \| Individualismus \| Individualism \| Lebensstil \| Lifestyle \| Internationales Marketing \| International marketing
Description of contents:	Table of Contents [gbv.de]

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Extent:	Online-Ressource (xii, 275 p) ill 24 cm
Series:	New perspectives in marketing
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references (p. [265]-268) and index 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 Electronic reproduction; Available via World Wide Web
ISBN:	0-7546-4326-3 ; 978-0-7546-4326-5
Source:	ECONIS - Online Catalogue of the ZBW

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