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Marketing in a Multicultural World
Author: Janeen Arnold Costa

ISBN: 9780803953284
Format: Paperback
Number Of Pages: 341
Published: 17 March 1995
Country of Publication: US
Dimensions (cm): 22.9 x 15.2 x 1.9
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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