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Marketing in a Multicultural World: Ethnicity, Nationalism, and Cultural Identity

by Janeen A. Costa
Save 30% Save 30%
Current price ₹9,703.00
Original price ₹13,861.00
Original price ₹13,861.00
Original price ₹13,861.00
(-30%)
₹9,703.00
Current price ₹9,703.00

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Book cover type: Paperback
  • ISBN13: 9780803953284
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Sage Publications
  • Publisher Imprint: Sage Publications
  • Publication Date:
  • Pages: 341
  • Original Price: USD 156.0
  • Language: English
  • Edition: N/A
  • Item Weight: 545 grams
  • BISAC Subject(s): Marketing / Research, Cultural & Ethnic Studies / General, and Advertising & Promotion

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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