Marketing in a Multicultural World

Marketing in a Multicultural World
Author: Janeen Arnold Costa
Publisher: SAGE Publications, Incorporated
Total Pages: 360
Release: 1995-04-05
Genre: Business & Economics
ISBN:

Global trends in emerging ethnicity - and also in global marketing - make this an especially timely book. Marketing in a Multicultural World is the perfect volume for scholars, students, and professionals in marketing and race and ethnic studies.

7 Secrets of Marketing in a Multi-cultural World

7 Secrets of Marketing in a Multi-cultural World
Author: Gilbert C. Rapaille
Publisher: Executive Excellence Publishing
Total Pages: 312
Release: 2001
Genre: Business & Economics
ISBN:

7 Secrets of Marketing in a Multi-Cultural World offers strategies for applying cultural archetypes and the logic of emotion to make domestics and international marketing efforts more effective and profitable.

Library Management and Marketing in a Multicultural World

Library Management and Marketing in a Multicultural World
Author: James L. Mullins
Publisher: Walter de Gruyter
Total Pages: 385
Release: 2008-11-03
Genre: Language Arts & Disciplines
ISBN: 359844026X

The papers collected in this volume were presented at the conference entitled "Library Management and Marketing in a Multicultural World" in Shanghai, China from August 16-17, 2006, held under the auspices of the Marketing and Management Section of the International Federation of Library Associations (IFLA). This book addresses some of the latest developments in the marketing and management of libraries worldwide, recognizing the challenges to meet local needs in a global, information society. The authors used different approaches to identify trends, opportunities and needs as well as effectiveness and assessment in countries ranging from Australia, Belgium, China, Denmark, Greece, India, Pakistan, Spain, the United States and elsewhere throughout the world. Several authors describe successful programs designed to promote libraries within a community, nation, or academic community. Others report on trends and changes taking place within the user community and present case studies on the response of libraries to meet challenges and opportunities - through marketing and management.

Marketing and Consumer Identity in Multicultural America

Marketing and Consumer Identity in Multicultural America
Author: Marye C. Tharp
Publisher: SAGE Publications, Incorporated
Total Pages: 482
Release: 2001-02-06
Genre: Business & Economics
ISBN:

Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.

The Oxford Handbook of Multicultural Identity

The Oxford Handbook of Multicultural Identity
Author: Veronica Benet-Martinez
Publisher: Oxford University Press
Total Pages: 561
Release: 2015-08-01
Genre: Psychology
ISBN: 0199796750

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.

Handbook on Cross-Cultural Marketing

Handbook on Cross-Cultural Marketing
Author: Glen H. Brodowsky
Publisher: Edward Elgar Publishing
Total Pages: 301
Release: 2020-09-25
Genre: Business & Economics
ISBN: 1788978544

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Marketing to the New Majority

Marketing to the New Majority
Author: David Burgos
Publisher: St. Martin's Press
Total Pages: 258
Release: 2011-08-02
Genre: Business & Economics
ISBN: 0230338852

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.

Multicultural Intelligence

Multicultural Intelligence
Author: David R. Morse
Publisher:
Total Pages: 258
Release: 2018
Genre: Market segmentation
ISBN: 9781941688526

"With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description.

Multicultural Behavior and Global Business Environments

Multicultural Behavior and Global Business Environments
Author: Kamal Dean Parhizgar
Publisher: Routledge
Total Pages: 475
Release: 2013-06-17
Genre: Business & Economics
ISBN: 1135187134

Resolve cross-cultural communication issues with your business suppliers, customers, and staff! Because of the rapid growth of multinational corporations and the World Wide Web, global interdependence is no longer a matter of ideology or choice, but an inescapable reality. Multicultural Behavior and Global Business Environments teaches managers both practical techniques and theoretical insights for working with people from diverse cultures in home and host countries. Managers who ignore or dismiss cultural differences may find themselves alienating customers and employees, fumbling negotiations, and ultimately losing sales. In contrast, those who are willing to see the world from different perspectives may spot fresh opportunities. Bringing multiple cultures together results in synergy, in which two combined energies multiply and reinforce one another. Multicultural Behavior and Global Business Environments tells you not only how to create synergy, but also how to profit from it.Multicultural Behavior and Global Business Environments offers practical features to help students and managers understand diverse cultures, including: charts, maps, and tables showing specific cultural divergences detailed discussions of relevant theories in psychology, management, and ethics exercises and self-tests clear, skill-based objectives for each chapter definitions of the terms and processes of multiculturalization In the modern world, the key to prosperity--or failure--in the global marketplace is awareness of cultural differences. Multicultural Behavior and Global Business Environments offers a sweeping multidisciplinary inventory of facts, theories, and practical ideas for making multiculturalism work. This comprehensive volume is a crucial resource for every manager who belongs to a multinational organization, as well as students of both domestic and international business, political science, international relations, public administration, and educational administration.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Analyzing the Cultural Diversity of Consumers in the Global Marketplace
Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
Total Pages: 430
Release: 2015-04-30
Genre: Business & Economics
ISBN: 1466682639

The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.