Description
Taylor & Francis Marketing and Multicultural Diversity 2006 Edition by C. P. Rao
As populations become increasingly mobile and production is globalized, countries and regions around the world are 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 important issues are addressed in this detailed volume, which examines these critical multicultural marketing issues at various geographic national, regional and global levels. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing. Table of 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. Al-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.