Marketing and Multicultural Diversity

by C P Rao, Adrian Palmer

Overview

As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers.

Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global.

With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.

Product Details

ISBN-13:	9781409459828
Publisher:	Ashgate Publishing Ltd
Publication date:	08/28/2012
Series:	New Perspectives in Marketing
Sold by:	Barnes & Noble
Format:	eBook
File size:	4 MB

About the Author

C.P. Rao is Professor of Marketing and Director of the Case Research and Teaching Unit, in the College of Business Administration at Kuwait University, Kuwait.

Contributors: C.P. Rao, Mehdi Mourali, Michel Laroche, Frank Pons, Adel A. AI-Weqaiyan, Carol F. Suprenan, Michael Hui, Chankon Kim, Irvine Clark III, Keun S. Lee,William K. Darley, Jerome D. Williams, Mi-Ae Kwak,Colleen Collins-Dodd, Maben Fung, Victoria A. Seitz, Wei Wu, Marc A. Tomiuk, Bina Raval, Dinker Rava, Patricia M. Anderson, Xiaohong He, Michele Paulin, Ronald J. Ferguson, Marielle Payaud, J.B. Ha, Sonny Nwankwo, Joseph Aiyeku, Alphonso Ogbuehi, Alvin M. Chan.

Table of Contents

Contents: Introduction C.P. Rao. Conceptual Issues: Cultural differences in consumer susceptibility to interpersonal influence: the role of individualism, Mehdi Mourali, Michel Laroche, Frank Pons; Examining the relationship between personal cultural values and desired benefits: a cross national study, Adel A. AI-Weqaiyan, Carol F. Suprenant; Consumption as a function of ethnic identification and acculturation, Michael Hui; Michele Laroche, Chankon Kim. Methodological Issues: The effects of extreme response styles on a Likert response format in cross-cultural research, Irvine Clark III; Methodological issues in ethnic consumer survey research: changing consumer demographics and implications, William K. Darley, Jerome D. Williams. Majority Versus Minority Consumer Behaviour: assessing the cross-cultural stability of Servuqual in a multicultural market: the case of Canadian and Hong Kong immigrant banking customers, Colleen Collins-Dodd, Maben Fung; Direct marketing of shopping centres: the influence of ethnic background on intention to respond, Victoria A. Seitz, Wei Wu; A family level measure of acculturation for Chinese immigrants, Michele Laroche, Chankom Kim, Marc A. Tomiuk. Ethnic Consumer behaviours: psycho-cultural profile of Asian immigrants: implications for marketing initiatives, Bina Raval, Dinker Rava; Consumer behaviour in East/West cultures: implications for marketing a consumer durable, Patricia M. Anderson, Xiaohong He; Organizational cultures and relationships: service management effectiveness and organizational culture modification of the competing values models, Michele Paulin, Ronald J. Ferguson, Marielle Payaud; Cross-cultural importer-exporter relationship model, J.B. Ha. Global Consumer Diversity: The marketing challenge of multiculturalism: an exploratory study, Sonny Nwankwo, Joseph Aiyeku, Alphonso Ogbuehi; Multicultural marketing in Australia, Alvin M. Chan; Facets, Dimensions and gaps of consumer satisfaction: an empirical analysis of Korean consumers, Keun S. Lee, Mi-Ae Kwak; Index.