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Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity Janeen Arnold Costa
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Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity
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 consumer goods and services to express ethnicity; and the involvement of specific ethnic groups in various aspects of the marketing profession.
341 pages, black & white illustrations
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 20 de abril de 1995 |
| ISBN13 | 9780803953284 |
| Editores | SAGE Publications Inc |
| Páginas | 341 |
| Dimensiones | 153 × 230 × 21 mm · 542 g |
| Lengua | Inglés |
| Editor | Bamossy, Gary J. (Joseph) |
| Editor | Costa, Janeen Arnold |
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