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Marketing in a Multicultural World
Ethnicity, Nationalism, and Cultural Identity
Edited by:
- Janeen Arnold Costa - University of Utah School of Medicine and School of Nursing
- Gary J. Bamossy - University of Utah, USA, Georgetown University, USA, Free University of Amsterdam, The Netherlands
Other Titles in:
Advertising & Promotion
Advertising & Promotion
April 1995 | 341 pages | SAGE Publications, Inc
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.
PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETING
Janeen Arnold Costa and Gary J Bamossy
Perspectives on Ethnicity, Nationalism, and Cultural Identity
Alladi Venkatesh
Ethnoconsumerism
Dominique Bouchet
Marketing and the Redefinition of Ethnicity
A Fuat Firat
Consumer Culture or Culture Consumed?
Eugeen Roosens
Interest Groups with a Noble Face
PART TWO: CASE STUDIES AND APPLICATIONS
Annamma Joy et al
The Cultural Past in the Present
Russell W Belk and Magda Paun
Ethnicity and Consumption in Romania
Ayse S Caglar
McDöner
Thomas M Wilson
Blurred Borders
Kunal Basu
Marketing Developing Society Crafts
Janeen Arnold Costa and Gary J Bamossy
Culture and the Marketing of Culture