Proceedings of the 1996 Multicultural Marketing Conference

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Choudhury, Pravat K. (Επιμελητής έκδοσης)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Σειρά: Developments in Marketing Science: Proceedings of the Academy of Marketing Science,
• Θέματα: Business.; Marketing.; Leadership.; Sales management.; Business and Management.; Business Strategy/Leadership.; Sales/Distribution.

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...

Πίνακας περιεχομένων:

• Creating Brand Names: Strategic and International Considerations
• Consumer Behavior in East/West Cultures
• Intercultural Communication within Multinational Marketing Firms
• Antecedents of Marketing Adoption
• Empirical Investigation of the Determinants of Marketing Sarawak’s Heritage as a Tourist Destination
• Are Perceptions of Personal Selling the Same in Singapore as Those in the U.S.?
• Purchasing Decisions Among Black and White Families for Selected Products in Durham, North Carolina
• Psychological Influences on African American Compulsive Gambling Behavior
• Ethnicity and Lottery Ticket Purchase
• Ethnocentric Tendencies and Consumer Purchase Behavior in Central and Eastern Europe
• Cultural Differences in the Appreciation of Art Periods and Art Forms
• Consumers’ Perceptions of Uni- and Bi-National Products
• An Examination of the Impact of Closing Techniques and Buyer Gender on Attitude Toward the Salesperson
• Training Multicultural Sales Managers
• How Appealing are Sales Careers?
• Impact of Shortening International Product Life Cycle
• Religion: The Determining Factor in Constructing Global Marketing Strategies
• A Study of Employee Satisfaction with HMO Services at a Historically Black University
• Predictive Factors of Abortion Attitudes Between Whites and Blacks
• Health Care: A Competitive Environment
• Malaysian Consumers Attitudes and Purchases Toward Local vs. Foreign Made Products
• Wives’ Involvement and the Effects of Sex Role Orientation in Purchase Decisions by Families
• Consumer Attitudes Toward Advertising: Does Culture Matter?
• International Advertising: Using Hofstede’s (1980) Framework as a Basis for Standardization.