Marketing in a multicultural world
Exploring cultural identity and its impact on various aspects of 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 volume for scholars, students, and professionals in marketing and race and ethnic studies.