Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments. Cognisant of the cultural diversity within cultures, the Handbook considers the ethical ramifications of culture- and race-based targeting and segmentation, advancing a culture-based marketing approach that addresses the similarities and differences across groups while recognising the variety that exists within them. Chapters explore a compelling array of topics, from advocating for a departure from the white, Eurocentric, and heteronormative ideals that dominate the global beauty industry and investigating how Hip Hop's move into the mainstream raises questions about authenticity and cultural appropriation, to addressing the role played by religion in consumer behaviour and mapping the diverse and complex markets of Latin America and Asia. Featuring multidisciplinary research which builds towards a more vibrant ethnic and sub-cultural marketing literature, this compelling Handbook will inform and inspire the work of current and future marketing scholars. It will also be an essential resource for corporations interested in targeting ethnic and religious marketing segments.

Disillusionment with globalization, along with a rise in nationalist sentiment, may lead us to ask whether cross-cultural or international research will be necessary in the coming years and, if it is, what form it will take. While all international marketing is cross-cultural, not all cross-cultural marketing is international. Cultures are defined as groups of people who share a common language, set of norms, institutions, beliefs and values. There are many ways such groups can be defined - only one of which is country. Regardless of the definition parameters, one thing remains clear: cross-cultural marketing is a broad topic in today's technological, always-connected world. This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics, 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. Cross-cultural marketing research scholars, Ph.D. students and cross-cultural and international marketing practitioners will benefit from this thorough examination of current trends as well as forward thinking concepts from some of the field's foremost experts.

The thermochemistry of alloys has interested generations of scientists and the subject was treated in classical textbooks long ago, e.g. by Hume-Rothery, by Wagner, and by Kubaschewski and Alcock. Nevertheless, the appearance of new materials and the desire to improve traditional materials and metallurgical processes has kept up demand for more information on the thermodynamics of these systems. The advent of computing power has created new opportunities to tie various aspects and properties together, such as phase diagrams and thermodynamic functions, that are in principle thermodynamically inter related but were too cumbersome to work out before. The computer has also been a powerful tool in buUding and testing models that help to explain the underlying causes of non-ideal behavior. At the same time, these calculations have pinpointed areas, where additional and more accurate data are needed. In the laboratory, new methods, improved materials, and sophistica ted instrumentation have gradually changed the way in which experiments are done. Within the time span of perhaps thirty years, the development went from jotting down individual readings of data points to strip chart recording to automatic digital data acquisition. Scholars and students active in the field of "Thermochemistry of Alloys" convened for a NATO Advanced Study Institute at Kiel in August 1987 to discuss these developments. This book collects most of the lectures and seminar papers given at the Institute."