Descripciones mejoradas de Syndetics:

The book appears pertinent in the context of the emerging potpourri of cultures today.... It makes for useful reading reminding you as it does of the seriousness of the incessant cultural and ethnic changes taking place all around. --Business India "This eclectic collection probably represents the best examples of research currently available and is a fascinating, pioneering exploration of an important field of study." --Choice Exploring cultural identity and its impact on marketing, Marketing in a Multicultural World breaks new ground by synthesizing research, analyzing trends, assessing data, and defining and describing culture and cultural identity in its various manifestations. Chapters discuss perspectives on ethnicity, nationalism, and cultural identity; globalization as a social and economic phenomenon; and strategies used by ethnic groups in Europe and North America to establish their place in the dominant cultures and economic systems. Adding to the wealth of information presented are case studies on the Italian Canadian home, current Romanian consumption patterns, Turkish Germans′ niche in Berlin′s fast-food market, cross-border shopping in Northern Ireland, marketing and consumption of traditional ethnic crafts in India and Mexico, and the marketing of cultural products in museum retail shops. Global trends in emerging ethnicity--and also in global marketing--make this an especially timely book. Marketing in a Multicultural World is the perfect text for scholars, students, and professionals in marketing and race and ethnic studies.

Tabla de contenidos provista por Syndetics

• Part 1 General Issues of Cultural Identity and Marketing
• Perspectives on Ethnicity, Nationalism, and Cultural Identity
• Ethnoconsumerism
• A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior
• Marketing and the Redefinition of Ethnicity
• Consumer Culture or Culture Consumed?
• Interest Groups with a Noble Face
• Part 2 Case Studies and Applications
• The Cultural Past in the Present
• The Meaning of Home and Objects in the Homes of Working-Class Italian Immigrants in Montreal
• Ethnicity and Consumption in Romania
• McDöner
• Döner Kebap and the Social Positioning Struggle of German Turks
• Blurred Borders
• Local and Global Consumer Culture in Northern Ireland
• Marketing Developing Society Crafts
• A Framework for Analysis and Change
• Culture and the Marketing of Culture
• The Museum Retail Context

Reseñas proporcionadas por Syndetics

CHOICE Review

Marketing in a Multicultural World comprises two major sections. The first utilizes the broad concept of cultural identity to explore its impact on marketing. Five separately authored articles approach the concept of cultural identity from a variety of perspectives: ethnicity, nationalism, interest groups, etc. Together, these articles propose structures to establish the importance of cultural considerations in marketing. Concepts from the social sciences are combined with business concepts to arrive at a new paradigm that links cultural and marketing goals and objectives. This broad analysis stresses the social/moral obligations of marketing but does not identify what incentives would motivate marketers to behave in this more socially responsible fashion. The editors operate within the "global paradox" of interdependence versus the powerful countertendencies of the cultural group. Their analysis is valuable for suggesting new structures for further research in this emerging field of study. The second section presents case studies and applications of the concepts developed in the first section. These six case studies span the globe from Romania to Montreal and range from studies of cultural context to immigration. This eclectic collection probably represents the best examples of research currently available and is a fascinating, pioneering exploration of an important field of study. S. A. Schulman; CUNY Kingsborough Community College