Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity » (New Edition)

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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Explores cultural identity and its impact on various aspects of marketing. 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. Other chapters present 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. Annotation c. Book News, Inc., Portland, OR (booknews.com)