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Marketing in a Multicultural World
Ethnicity, Nationalism, and Cultural Identity

Edited by:

Janeen Arnold Costa - University of Utah School of Medicine and School of Nursing
Gary J. Bamossy - University of Utah, USA, Georgetown University, USA, Free University of Amsterdam, The Netherlands

Other Titles in:
Advertising & Promotion

April 1995 | 341 pages | SAGE Publications, Inc

Description
Contents

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

Issues addressed include: various ethnic responses to marketing strategies; marketing and ethnicity in developing countries and emerging capitalist nations; the effect of ethnicity on product evaluation and choice; the use of consumer goods and services to express ethnicity; and the involvement of specific ethnic groups in various aspects of the marketing profession.

PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETING

Janeen Arnold Costa and Gary J Bamossy

Perspectives on Ethnicity, Nationalism, and Cultural Identity

Alladi Venkatesh

Ethnoconsumerism

A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior

Dominique Bouchet

Marketing and the Redefinition of Ethnicity

A Fuat Firat

Consumer Culture or Culture Consumed?

Eugeen Roosens

Interest Groups with a Noble Face

PART TWO: CASE STUDIES AND APPLICATIONS

Annamma Joy et al

The Cultural Past in the Present

The Meaning of Home and Objects in the Homes of Working-Class Italian Immigrants in Montreal

Russell W Belk and Magda Paun

Ethnicity and Consumption in Romania

Ayse S Caglar

McDöner

Döner Kebap and the Social Positioning Struggle of German Turks

Thomas M Wilson

Blurred Borders

Local and Global Consumer Culture in Northern Ireland

Kunal Basu

Marketing Developing Society Crafts

A Framework for Analysis and Change

Janeen Arnold Costa and Gary J Bamossy

Culture and the Marketing of Culture

The Museum Retail Context

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