Multicultural marketplaces : new territory for international marketing and cross-cultural consumer research /

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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Demangeot, Catherine (Editor ), Broderick, Amanda J. (Editor ), Craig, C. Samuel (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Bradford, West Yorkshire, England] : Emerald, [2015]
Colección:International Marketing Review: Volume 32, Issue 2.
Temas:
Export marketing.
Marketing.
International business enterprises.
Marketing
Entreprises multinationales.
marketing.
Export marketing
International business enterprises
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

Ejemplares similares