| Description |
1 online resource (184 pages) |
| Series |
Key Issues in Marketing Management |
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Key issues in marketing management.
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| Contents |
Cover; Multicultural Perspectives in Customer Behaviour; Title Page; Copyright Page; Table of Contents; Notes on Contributors; 1. Introduction; 2. Material man is not an island: Coping with cultural fracture; 3. A comparative examination of consumer decision styles in Austria; 4. Do brand names in a foreign language lead to different brand perceptions?; 5. Consuming Bollywood: Young Sikhs social comparisons with heroes and heroines in Indian films; 6. Exploring appropriation of global cultural rituals |
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7. The interrelationship between desired and undesired selves and consumption: The case of Greek female consumers' experiences8. Self-gift giving in China and the UK: Collectivist versus individualist orientations; 9. Death and disposal: The universal, environmental dilemma; 10. Researching consumers in multicultural societies: Emerging methodological issues; Index |
| Summary |
With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from international and multicultural perspectives. This book is timely in addressing important themes raised in the most recent marketing literature, such as: global consumer culture, and the impact of Western culture on consumer behaviour in other countries; consumer acculturation processes, and the impact on identity conflicts and the strategies people use to manage them; globalisation v |
| Notes |
Print version record |
| Subject |
Consumer behavior.
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Intercultural communication.
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Cultural pluralism.
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Cultural Diversity
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Consumer behavior
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Cultural pluralism
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Intercultural communication
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| Form |
Electronic book
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| Author |
Cui, Charles C
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| ISBN |
9781135744083 |
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1135744084 |
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