Multicultural marketplaces : new territory for international marketing and cross-cultural consumer research / / guest editors, Dr Catherine Demangeot, Professor Amanda J. Broderick and Professor C. Samuel Craig

• Pubblicazione: [Bradford, West Yorkshire, England] : , : Emerald, , [2015]; ©2015
• Descrizione fisica: 1 online resource (137 p.)
• Disciplina: 658.848
• Soggetto topico: Export marketing; Marketing; International business enterprises
• Soggetto genere / forma: Electronic books.
• Persona (resp. second.): DemangeotCatherine; BroderickAmanda J.; CraigC. Samuel
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Cover; Editorial boards; Guest editorial; Researching the global marketplace:Susan Douglas' legacy; Susan Douglas: the "founding mother"of the European Marketing Academy; Multicultural marketplaces; Luxury brand markets as confluences of multiple cultural beliefs; Service nepotism in the multi-ethnic marketplace:mentalities and motivations; Global cities and cultural experimentation:cosmopolitan-local connections; A multicultural blend:metaphors, cognitive social capital and multiculturalism; In search of the good life
• Sommario/riassunto: This special issue is dedicated to the memory of Susan P. Douglas, whose pioneering work on multicultural dynamics in international marketing has inspired many other scholars including this issue's guest editors, to develop further research in this area.
• Titolo autorizzato: Multicultural marketplaces
• ISBN: 1-78560-097-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910460385003321
• Lo trovi qui: Univ. Federico II
• Serie: International Marketing Review: Volume 32, Issue 2