Marketing in a Multicultural World - Ethnicity, Nationalism and Cultural Identity (Hardcover)


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.


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Product Description

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.

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Product Details

General

Imprint

Sage Publications Ltd

Country of origin

United States

Release date

November 1995

Availability

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Editors

,

Dimensions

230mm (L)

Format

Hardcover

Pages

341

ISBN-13

978-0-8039-5327-7

Barcode

9780803953277

Categories

LSN

0-8039-5327-5



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