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Marketing in a Multicultural World
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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

April 1995 | 341 pages | SAGE Publications, Inc
"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.

 
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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Paperback
ISBN: 9780803953284
$142.00