EAN: 9783319173948

PROCEEDINGS OF THE 1996 MULTICULTURAL MARKETING...

This volume includes the full proceedings from the 1996 Multicultural Marketing Conference
presented by the Academy of Marketing Science (AMS) and Old Dominion University in Virginia
Beach  Virginia. 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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