Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity
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.
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Produktdetails
Weitere Autoren: Bamossy, Gary J. (Hrsg.)
- ISBN: 978-0-8039-5328-4
- EAN: 9780803953284
- Produktnummer: 23288116
- Verlag: Sage Pubn
- Sprache: Englisch
- Erscheinungsjahr: 1995
- Seitenangabe: 341 S.
- Masse: H22.8 cm x B15.4 cm x D2.3 cm 544 g
- Gewicht: 544
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