Marketing in a Multicultural World

The latest theories on cultural identity and the impact of ethnicity on the practice of marketing are presented in this timely book.

PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETINGPerspectives on Ethnicity, Nationalism, and Cultural Identity - Janeen Arnold Costa and Gary J BamossyEthnoconsumerism - Alladi Venkatesh A New Paradigm to Study Cultural and Cross-Cultural Consumer BehaviorMarketing and the Redefinition of Ethnicity - Dominique BouchetConsumer Culture or Culture Consumed? - A Fuat FiratInterest Groups with a Noble Face - Eugeen RoosensPART TWO: CASE STUDIES AND APPLICATIONSThe Cultural Past in the Present - Annamma Joy et al The Meaning of Home and Objects in the Homes of Working-Class Italian Immigrants in MontrealEthnicity and Consumption in Romania - Russell W Belk and Magda PaunMcDöner - Ayse S Caglar Döner Kebap and the Social Positioning Struggle of German TurksBlurred Borders - Thomas M Wilson Local and Global Consumer Culture in Northern IrelandMarketing Developing Society Crafts - Kunal Basu A Framework for Analysis and ChangeCulture and the Marketing of Culture - Janeen Arnold Costa and Gary J Bamossy The Museum Retail Context