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Multicultural Perspectives in Customer Behaviour

Engelsk Paperback
SPAR
kr 58

Multicultural Perspectives in Customer Behaviour

Engelsk Paperback

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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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.

Produktdetaljer
Sprog: Engelsk
Sider: 184
ISBN-13: 9781138008922
Indbinding: Paperback
Udgave:
ISBN-10: 1138008923
Udg. Dato: 4 jul 2014
Længde: 0mm
Bredde: 246mm
Højde: 174mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 4 jul 2014
Forfatter(e):
Forfatter(e)


Kategori Salgs- & markedsføringsledelse


Sprog Engelsk


Indbinding Paperback


Sider 184


Udgave


Længde 0mm


Bredde 246mm


Højde 174mm


Udg. Dato 4 jul 2014


Oplagsdato 4 jul 2014

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