عنوان

Marketing and multicultural diversity /

0754643263

0754681106

1281097179

6611097171

9780754643265

9780754681106

9781281097170

9786611097172

0754643263

b755868

Marketing and multicultural diversity /

[Book]

edited by C.P. Rao.

Burlington, VT :

Ashgate,

©2006.

1 online resource (xii, 275 pages) :

illustrations.

New perspectives in marketing

Includes bibliographical references (pages 265-268) and index.

Cover -- Contents -- About the Contributors -- 1 Introduction -- Part I: Conceptual Issues -- 2 Cultural Differences in Consumer Susceptibility to Interpersonal Influence: The Role of Individualism -- 3 Examining the Relationship Between Personal, Cultural Values and Desired Benefits: A Cross-National Study -- 4 Consumption as a Function of Ethnic Identification and Acculturation -- Part II: Methodological Issues -- 5 The Effects of Extreme Response Style on a Likert Response Format in Cross-Cultural Research -- 6 Methodological Issues in Ethnic Consumer Survey Research: Changing Consumer Demographics and Implications -- Part III: Majority Versus Minority Consumer Behaviors -- 7 Assessing the Cross-Cultural Stability of SERVQUAL in a Multi-Cultural Market: The Case of Canadian and Hong Kong Immigrant Banking Customers -- 8 Direct Marketing of Shopping Centers: The Influence of Ethnic Background on Intention to Respond -- 9 A Family Level Measure of Acculturation for Chinese Immigrants -- Part IV: Ethnic Consumer Behaviors -- 10 Psycho-Cultural Profile of Asian Immigrants: Implications for Marketing Initiatives -- 11 Consumer Behavior in East/West Cultures: Implications for Marketing a Consumer Durable -- Part V: Organizational Cultures and Relationships -- 12 Service Management Effectiveness and Organizational Culture: A Modification of the Competing Values Model -- 13 Cross-Cultural Importer-Exporter Relationship Model -- Part VI: Global Consumer Diversity -- 14 The Marketing Challenge of Multiculturalism: An Exploratory Study -- 15 Tapping the Multicultural Market in Australia -- 16 Facets, Dimensions and Gaps of Consumer Satisfaction: An Empirical Analysis of Korean Consumers -- Selected Bibliography -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W.

0

Annotation

Marketing and multicultural diversity.

Consumer behavior.

Market segmentation.

Marketing-- Social aspects.

Consommateurs-- Comportement.

Marketing-- Aspect social.

Segmentation du marché

BUSINESS & ECONOMICS-- Green Business.

Consumer behavior.

Market segmentation.

Marketing-- Social aspects.

BUS-- 094000

Rao, C. P.

20201204160810.0

pn

[Book]

Y