Multicultural marketplaces : new territory for international marketing and cross-cultural consumer research / guest editors, Dr Catherine Demangeot, Professor Amanda J. Broderick and Professor C. Samuel Craig.
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.
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| Online Access: |
Full Text (via ProQuest) |
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| Other Authors: | , , |
| Format: | eBook |
| Language: | English |
| Published: |
[Bradford, West Yorkshire, England] :
Emerald,
[2015]
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| Series: | International Marketing Review: Volume 32, Issue 2.
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| Subjects: |
Table of 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.