Marketing and multicultural diversity / / edited by C.P. Rao
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| Titolo: |
Marketing and multicultural diversity / / edited by C.P. Rao
|
| Pubblicazione: | Aldershot, England ; Burlington, VT, : Ashgate, c2006 |
| Edizione: | 1st ed. |
| Descrizione fisica: | 1 online resource (288 p.) |
| Disciplina: | 658.8/02 |
| Soggetto topico: | Consumer behavior |
| Market segmentation | |
| Marketing - Social aspects | |
| Altri autori: |
RaoC. P
|
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references (p. [265]-268) and index. |
| Nota di contenuto: | 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 |
| Sommario/riassunto: | 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. |
| Titolo autorizzato: | Marketing and multicultural diversity |
| ISBN: | 1-281-09717-9 |
| 9786611097172 | |
| 0-7546-8110-6 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910809547103321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
New perspectives in marketing series.