Marketing and Multicultural Diversity

Publication Date	February 2006
Publisher	Ashgate Publishing
Product Type	Book
Pages	288
ISBN Number	9780754643265
Product Code	ASH00084

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Summary

As 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.

Content

Introduction C.P
Rao
Conceptual Issues: Cultural differences in consumer susceptibility to interpersonal influence: the role of individualism, Mehdi Mourali, Michel Laroche, Frank Pons
Examining the relationship between personal cultural values and desired benefits: a cross national study, Adel A
AI-Weqaiyan, Carol F
Suprenant
Consumption as a function of ethnic identification and acculturation, Michael Hui
Michele Laroche, Chankon Kim
Methodological Issues: The effects of extreme response styles on a Likert response format in cross-cultural research, Irvine Clark III
Methodological issues in ethnic consumer survey research: changing consumer demographics and implications, William K
Darley, Jerome D
Williams
Majority Versus Minority Consumer Behaviour: assessing the cross-cultural stability of Servuqual in a multicultural market: the case of Canadian and Hong Kong immigrant banking customers, Colleen Collins-Dodd, Maben Fung
Direct marketing of shopping centres: the influence of ethnic background on intention to respond, Victoria A
Seitz, Wei Wu
A family level measure of acculturation for Chinese immigrants, Michele Laroche, Chankom Kim, Marc A
Tomiuk
Ethnic Consumer behaviours: psycho-cultural profile of Asian immigrants: implications for marketing initiatives, Bina Raval, Dinker Rava
Consumer behaviour in East/West cultures: implications for marketing a consumer durable, Patricia M
Anderson, Xiaohong He
Organizational cultures and relationships: service management effectiveness and organizational culture modification of the competing values models, Michele Paulin, Ronald J
Ferguson, Marielle Payaud
Cross-cultural importer-exporter relationship model, J.B
Ha
Global Consumer Diversity: The marketing challenge of multiculturalism: an exploratory study, Sonny Nwankwo, Joseph Aiyeku, Alphonso Ogbuehi
Multicultural marketing in Australia, Alvin M
Chan
Facets, Dimensions and gaps of consumer satisfaction: an empirical analysis of Korean consumers, Keun S
Lee, Mi-Ae Kwak
Index.