Marketing in a Multicultural World

PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETING Perspectives on Ethnicity, Nationalism, and Cultural Identity - Janeen Arnold Costa and Gary J Bamossy Ethnoconsumerism - Alladi Venkatesh A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Marketing and the Redefinition of Ethnicity - Dominique Bouchet Consumer Culture or Culture Consumed? - A Fuat Firat Interest Groups with a Noble Face - Eugeen Roosens PART TWO: CASE STUDIES AND APPLICATIONS The Cultural Past in the Present - Annamma Joy et al The Meaning of Home and Objects in the Homes of Working-Class Italian Immigrants in Montreal Ethnicity and Consumption in Romania - Russell W Belk and Magda Paun McDoener - Ayse S Caglar Doener Kebap and the Social Positioning Struggle of German Turks Blurred Borders - Thomas M Wilson Local and Global Consumer Culture in Northern Ireland Marketing Developing Society Crafts - Kunal Basu A Framework for Analysis and Change Culture and the Marketing of Culture - Janeen Arnold Costa and Gary J Bamossy The Museum Retail Context