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Multicultural Perspectives in Customer Behaviour (Hardcover)
Loot Price: R3,881
Discovery Miles 38 810
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Multicultural Perspectives in Customer Behaviour (Hardcover)
Series: Key Issues in Marketing Management
Expected to ship within 12 - 17 working days
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With globalisation taking centre stage in the business world and
multiculturalism affecting markets and societies, there is a need
to understand the ways that customers respond to the changing
marketplace from international and multicultural perspectives. This
book is timely in addressing important themes raised in the most
recent marketing literature, such as: global consumer culture, and
the impact of Western culture on consumer behaviour in other
countries; consumer acculturation processes, and the impact on
identity conflicts and the strategies people use to manage them;
globalisation vs. localised strategies, and the interaction of
local and global influences on customer behaviour; climate change
and global warming, the impact on consumer behaviour, and the
implications for social responsibility; and cross-cultural customer
research, including important methodological questions around the
application of sociological, group-level measures to psychological,
individual-level phenomenon in marketing contexts. The papers in
this edition address those themes, reporting on studies from a
range of countries, including Germany, Greece, China, and Austria,
and a number of cultural groups in the UK. These papers draw on
quantitative and qualitative methodologies, reflecting the full
range of methods employed in contemporary consumer research. This
book was originally published as a special issue of the Journal of
Marketing Management.
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