EAN: 9783319173825

PROCEEDINGS OF THE 1998 MULTICULTURAL MARKETING...

This volume includes the full proceedings from the 1998 Multicultural Marketing Conference held
in Montreal  Canada. The focus of the conference and the enclosed papers is on marketing to
various ethnic groups in both a US and global context. It presents papers on various
multicultural issues across the entire spectrum of marketing activities and functions including
marketing management  marketing strategy  and consumer behavior.Founded in 1971  the Academy of
Marketing Science is an international organization dedicated to promoting timely explorations
of phenomena related to the science of marketing in theory  research  and practice. Among its
services to members and the community at large  the Academy offers conferences  congresses and
symposia that attract delegates from around the world. Presentations from these events are
published in this Proceedings series  which offers a comprehensive archive of volumes
reflecting the evolution of the field. Volumes deliver cutting-edge research and insights 
complimenting the Academy's flagship journals  the Journal of the Academy of Marketing Science
(JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide
range of subject areas in marketing science.

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