Description
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. PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETING Perspectives on Ethnicity, Nationalism, and Cultural Identity – Janeen Arnold Costa and Gary J Bamossy Ethnoconsumerism – Alladi Venkatesh A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Marketing and the Redefinition of Ethnicity – Dominique Bouchet Consumer Culture or Culture Consumed? – A Fuat Firat Interest Groups with a Noble Face – Eugeen Roosens PART TWO: CASE STUDIES AND APPLICATIONS The Cultural Past in the Present – Annamma Joy et al The Meaning of Home and Objects in the Homes of Working-Class Italian Immigrants in Montreal Ethnicity and Consumption in Romania – Russell W Belk and Magda Paun McDner – Ayse S Caglar Dner Kebap and the Social Positioning Struggle of German Turks Blurred Borders – Thomas M Wilson Local and Global Consumer Culture in Northern Ireland Marketing Developing Society Crafts – Kunal Basu A Framework for Analysis and Change Culture and the Marketing of Culture – Janeen Arnold Costa and Gary J Bamossy The Museum Retail Context
