Few applied disciplines are more sensitive to cross-cultural issues
than marketing and consumer psychology. The chapters prepared for
this volume reflect awareness of both similarities and differences
within and across cultures. They include analyses of methodological
issues, theoretical investigations of cultural and social values
and their implications for marketing specialists, studies of
gender- and sub-culture specific advertising, and investigations of
advertising efforts in several different international markets. The
scholars and advertising professionals who contributed these
chapters will have much to say to consumer psychologists and
marketing specialists alike.
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