About the book
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.
Editions of Multicultural Perspectives in Customer Behaviour
- EBook
- ISBN 9781135744151
- PDF
- ISBN 9781135744083
Read an Excerpt
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.
Frequently Asked Questions
What is Multicultural Perspectives in Customer Behaviour about?
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.
What core themes, tropes, or subjects are explored in Multicultural Perspectives in Customer Behaviour?
Economics, Finance, Business and Management > Business and Management > Management and management techniques > Management of specific areas > Sales and marketing management
Where can I read a sample of Multicultural Perspectives in Customer Behaviour?
You can read an official preview of the few pages here https://www.book2look.com/book/9781135744151
Is Multicultural Perspectives in Customer Behaviour part of a series, and can it be read as a standalone?
Yes it is a part of series Key Issues in Marketing Management
Who is/are the Author/s of the book Multicultural Perspectives in Customer Behaviour?
Charles C. Cui, Maria G. Piacentini
Who is the Publisher of the book Multicultural Perspectives in Customer Behaviour?
Taylor and Francis
What are the ISBN numbers for the physical and digital editions?
Multicultural Perspectives in Customer Behaviour is available as ebook(ISBN 9781135744151) and pdf(ISBN 9781135744083)