Multicultural marketplaces.
Title:
Multicultural marketplaces.
Author:
Demangeot, Catherine.
ISBN:
9781785600975
Personal Author:
Physical Description:
1 online resource (137 pages)
Series:
International Marketing Review: Volume 32, Issue 2
Contents:
Cover -- Editorial boards -- Guest editorial -- Researching the global marketplace:Susan Douglas' legacy -- Susan Douglas: the "founding mother"of the European Marketing Academy -- Multicultural marketplaces -- Luxury brand markets as confluences of multiple cultural beliefs -- Service nepotism in the multi-ethnic marketplace:mentalities and motivations -- Global cities and cultural experimentation:cosmopolitan-local connections -- A multicultural blend:metaphors, cognitive social capital and multiculturalism -- In search of the good life.
Abstract:
This special issue is dedicated to the memory of Susan P. Douglas, whose pioneering work on multicultural dynamics in international marketing has inspired many other scholars including this issue's guest editors, to develop further research in this area.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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