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Author: Janeen Arnold Costa
Publisher: SAGE Publications, Incorporated
Published: 1995-04-05
Total Pages: 360
ISBN-13:
DOWNLOAD EBOOKGlobal trends in emerging ethnicity - and also in global marketing - make this an especially timely book. Marketing in a Multicultural World is the perfect volume for scholars, students, and professionals in marketing and race and ethnic studies.
Author: Gilbert C. Rapaille
Publisher: Executive Excellence Publishing
Published: 2001
Total Pages: 312
ISBN-13:
DOWNLOAD EBOOK7 Secrets of Marketing in a Multi-Cultural World offers strategies for applying cultural archetypes and the logic of emotion to make domestics and international marketing efforts more effective and profitable.
Author: James L. Mullins
Publisher: Walter de Gruyter
Published: 2008-11-03
Total Pages: 385
ISBN-13: 359844026X
DOWNLOAD EBOOKThe papers collected in this volume were presented at the conference entitled "Library Management and Marketing in a Multicultural World" in Shanghai, China from August 16-17, 2006, held under the auspices of the Marketing and Management Section of the International Federation of Library Associations (IFLA). This book addresses some of the latest developments in the marketing and management of libraries worldwide, recognizing the challenges to meet local needs in a global, information society. The authors used different approaches to identify trends, opportunities and needs as well as effectiveness and assessment in countries ranging from Australia, Belgium, China, Denmark, Greece, India, Pakistan, Spain, the United States and elsewhere throughout the world. Several authors describe successful programs designed to promote libraries within a community, nation, or academic community. Others report on trends and changes taking place within the user community and present case studies on the response of libraries to meet challenges and opportunities - through marketing and management.
Author: Professor C P Rao
Publisher: Gower Publishing, Ltd.
Published: 2012-08-28
Total Pages: 464
ISBN-13: 1409459829
DOWNLOAD EBOOKAs populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.
Author: David Burgos
Publisher: St. Martin's Press
Published: 2011-08-02
Total Pages: 258
ISBN-13: 0230338852
DOWNLOAD EBOOKToday, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Author: Glen H. Brodowsky
Publisher: Edward Elgar Publishing
Published: 2020-09-25
Total Pages: 304
ISBN-13: 1788978544
DOWNLOAD EBOOKThis Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
Author: Dheeraj Sharma
Publisher: Springer
Published: 2015-05-29
Total Pages: 160
ISBN-13: 3319186965
DOWNLOAD EBOOKThis volume includes the full proceedings from the 2010 Cultural Perspectives in Marketing Conference held in Lille, France with the theme Cultural Perspectives in a Global Marketplace. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Veronica Benet-Martinez
Publisher: Oxford University Press
Published: 2015-08-01
Total Pages: 561
ISBN-13: 0199796750
DOWNLOAD EBOOKMulticulturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.
Author: Marlene L. Rossman
Publisher: AMACOM/American Management Association
Published: 1996
Total Pages: 178
ISBN-13: 9780814479216
DOWNLOAD EBOOKAlthough the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.
Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
Published: 2015-04-30
Total Pages: 430
ISBN-13: 1466682639
DOWNLOAD EBOOKThe key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
