Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity - Janeen Arnold Costa - Books - SAGE Publications Inc - 9780803953284 - April 20, 1995
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Janeen Arnold Costa
Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity

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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

Media Books     Paperback Book   (Book with soft cover and glued back)
Released April 20, 1995
ISBN13 9780803953284
Publishers SAGE Publications Inc
Pages 341
Dimensions 153 × 230 × 21 mm   ·   542 g
Language English  
Editor Bamossy, Gary J. (Joseph)
Editor Costa, Janeen Arnold

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