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Marketing and Multicultural Diversity

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Author :
Release : 2012-08-28
Genre : Business & Economics
Kind : eBook
Book Rating : 829/5 ( reviews)

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Book Synopsis Marketing and Multicultural Diversity by : Professor C P Rao

Download or read book Marketing and Multicultural Diversity written by Professor C P Rao. This book was released on 2012-08-28. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Oxford Handbook of Multicultural Identity

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Release : 2015-08-01
Genre : Psychology
Kind : eBook
Book Rating : 750/5 ( reviews)

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Book Synopsis The Oxford Handbook of Multicultural Identity by : Veronica Benet-Martinez

Download or read book The Oxford Handbook of Multicultural Identity written by Veronica Benet-Martinez. This book was released on 2015-08-01. Available in PDF, EPUB and Kindle. Book excerpt: Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.

Multicultural Marketing

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Author :
Release : 1996
Genre : Business & Economics
Kind : eBook
Book Rating : 216/5 ( reviews)

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Book Synopsis Multicultural Marketing by : Marlene L. Rossman

Download or read book Multicultural Marketing written by Marlene L. Rossman. This book was released on 1996. Available in PDF, EPUB and Kindle. Book excerpt: Although the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.

Marketing to the New Majority

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Release : 2011-08-02
Genre : Business & Economics
Kind : eBook
Book Rating : 852/5 ( reviews)

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Book Synopsis Marketing to the New Majority by : David Burgos

Download or read book Marketing to the New Majority written by David Burgos. This book was released on 2011-08-02. Available in PDF, EPUB and Kindle. Book excerpt: Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.

The Source Book of Multicultural Experts, 09/10

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Author :
Release : 2009-09
Genre : Marketing
Kind : eBook
Book Rating : 316/5 ( reviews)

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Book Synopsis The Source Book of Multicultural Experts, 09/10 by : Lisa Skriloff

Download or read book The Source Book of Multicultural Experts, 09/10 written by Lisa Skriloff. This book was released on 2009-09. Available in PDF, EPUB and Kindle. Book excerpt:

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