Marketing and Multicultural Diversity.

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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 implication...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Rao, C. P.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Farnham : Ashgate Pub., 2007.
Colección:New Perspectives in Marketing.
Temas:
Consumer behavior.
Market segmentation.
Marketing > Social aspects.
Consommateurs > Comportement.
Segmentation du marché.
Marketing > Aspect social.
Consumer behavior
Market segmentation
Marketing > Social aspects
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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