Marketing And Multicultural Diversity

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The Oxford Handbook of Multicultural Identity

Author : Veronica Benet-Martinez
Publisher : Oxford University Press
ISBN 13 : 0199796750
Total Pages : 561 pages
Book Rating : 4.1/5 (997 download)

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Book Synopsis The Oxford Handbook of Multicultural Identity by : Veronica Benet-Martinez

Download or read book The Oxford Handbook of Multicultural Identity written by Veronica Benet-Martinez and published by Oxford University Press. This book was released on 2015-08-01 with total page 561 pages. Available in PDF, EPUB and Kindle. Book excerpt: Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.

Multicultural Marketing

Author : Marlene L. Rossman
Publisher : AMACOM/American Management Association
ISBN 13 : 9780814479216
Total Pages : 178 pages
Book Rating : 4.4/5 (792 download)

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Book Synopsis Multicultural Marketing by : Marlene L. Rossman

Download or read book Multicultural Marketing written by Marlene L. Rossman and published by AMACOM/American Management Association. This book was released on 1996 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.

Marketing and Multicultural Diversity

Author : Professor C P Rao
Publisher : Gower Publishing, Ltd.
ISBN 13 : 1409459829
Total Pages : 464 pages
Book Rating : 4.4/5 (94 download)

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Book Synopsis Marketing and Multicultural Diversity by : Professor C P Rao

Download or read book Marketing and Multicultural Diversity written by Professor C P Rao and published by Gower Publishing, Ltd.. This book was released on 2012-08-28 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.

The Source Book of Multicultural Experts, 09/10

Author : Lisa Skriloff
Publisher :
ISBN 13 : 9780981792316
Total Pages : 0 pages
Book Rating : 4.7/5 (923 download)

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Book Synopsis The Source Book of Multicultural Experts, 09/10 by : Lisa Skriloff

Download or read book The Source Book of Multicultural Experts, 09/10 written by Lisa Skriloff and published by . This book was released on 2009-09 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Multicultural Marketing and Business Consulting

Author : Thaddeus Spratlen
Publisher : Business and Economic Development Center, Foster School of Business, University of Washington
ISBN 13 : 9780295992396
Total Pages : 0 pages
Book Rating : 4.9/5 (923 download)

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Book Synopsis Multicultural Marketing and Business Consulting by : Thaddeus Spratlen

Download or read book Multicultural Marketing and Business Consulting written by Thaddeus Spratlen and published by Business and Economic Development Center, Foster School of Business, University of Washington. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, as the nation's population is becoming more and more diverse, it is imperative for students to learn how to effectively grow businesses that serve a variety of customers, are owned by people from a broad range of backgrounds, and are inclusive in their employment practices. Multicultural Marketing and Business Consulting has been developed over a 15-year period to guide learning as students complete complex projects with a variety of small businesses, with an emphasis on solving marketing and management problems in culturally diverse and rapidly changing business environments. In project-based courses, students also learn valuable consulting and business assistance skills. The book provides strategies, techniques, and tools for meeting the unique challenges faced by entrepreneurs who are Latino, Asian/Pacific Islander, African American, and from other culturally diverse and underrepresented groups. Thaddeus Spratlen is professor emeritus of marketing at the University of Washington and a leading expert on multicultural marketing and business assistance for urban enterprises. Leslie Lum has worked for a Fortune 100 company, a global bank, and as manager of a retail start-up. Detra Y. Montoya is clinical associate professor in the W. P. Carey School of Business at Arizona State University. Michael Verchot is the founding director of the Business and Economic Development Center at the University of Washington Foster School of Business.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Author : Alcántara-Pilar, Juan Miguel
Publisher : IGI Global
ISBN 13 : 1466682639
Total Pages : 430 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Analyzing the Cultural Diversity of Consumers in the Global Marketplace by : Alcántara-Pilar, Juan Miguel

Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by Alcántara-Pilar, Juan Miguel and published by IGI Global. This book was released on 2015-04-30 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Marketing to the New Majority

Author : David Burgos
Publisher : St. Martin's Press
ISBN 13 : 0230338852
Total Pages : 258 pages
Book Rating : 4.2/5 (33 download)

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Book Synopsis Marketing to the New Majority by : David Burgos

Download or read book Marketing to the New Majority written by David Burgos and published by St. Martin's Press. This book was released on 2011-08-02 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.

Handbook on Cross-Cultural Marketing

Author : Glen H. Brodowsky
Publisher : Edward Elgar Publishing
ISBN 13 : 1788978544
Total Pages : 304 pages
Book Rating : 4.7/5 (889 download)

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Book Synopsis Handbook on Cross-Cultural Marketing by : Glen H. Brodowsky

Download or read book Handbook on Cross-Cultural Marketing written by Glen H. Brodowsky and published by Edward Elgar Publishing. This book was released on 2020-09-25 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Multicultural Marketing

Author : Alfred L. Schreiber
Publisher : McGraw-Hill Companies
ISBN 13 : 9780844226019
Total Pages : 0 pages
Book Rating : 4.2/5 (26 download)

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Book Synopsis Multicultural Marketing by : Alfred L. Schreiber

Download or read book Multicultural Marketing written by Alfred L. Schreiber and published by McGraw-Hill Companies. This book was released on 2001 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consider These Facts Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent. Ethnic Americans are increasing in population seven times as fast as no

Cross-Cultural Selling For Dummies

Author : Michael Soon Lee
Publisher : John Wiley & Sons
ISBN 13 : 0470451556
Total Pages : 359 pages
Book Rating : 4.4/5 (74 download)

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Book Synopsis Cross-Cultural Selling For Dummies by : Michael Soon Lee

Download or read book Cross-Cultural Selling For Dummies written by Michael Soon Lee and published by John Wiley & Sons. This book was released on 2008-11-24 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: Want to reach out to multicultural customers? Cross-Cultural Selling For Dummies is packed with everything you need to know to tap into multicultural markets, from establishing solid relationships to adapting your advertising to meeting the needs of your new clientele. You’ll acquire key cross-cultural skills and build a coordinated effort that engages all aspects of your business. This practical, easy-to-understand guide shows you how to measure the purchasing power of other cultures and change the way you market to them. You’ll learn how to do multicultural research, develop a marketing campaign with wide appeal, pick the right media, tune your materials to the market, and establish a presence in the community. You’ll find tips on identifying generational differences with in a culture, pronouncing names correctly, and determining customer motivation. Discover how to: Reach out to multicultural customers Develop strong relationships Adapt your sales presentations and techniques Clear language barriers Boost your street cred Present appealing financing options Create a foundation for long-term success Handle negotiations with skilled hagglers Recognize and overcome objections Adopt techniques to close the sale Create a strong referral base Avoid cultural conflicts Maintain a diverse sales team You can realize the incredible untapped potential of the multicultural market to send your sales soaring and your profits off the charts. Cross-Cultural Selling For Dummies shows you how!

Multicultural Intelligence

Author : David R. Morse
Publisher :
ISBN 13 : 9781941688526
Total Pages : 258 pages
Book Rating : 4.6/5 (885 download)

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Book Synopsis Multicultural Intelligence by : David R. Morse

Download or read book Multicultural Intelligence written by David R. Morse and published by . This book was released on 2018 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description.

Hispanic Marketing

Author : Felipe Korzenny
Publisher : Routledge
ISBN 13 : 0750679034
Total Pages : 351 pages
Book Rating : 4.7/5 (56 download)

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Book Synopsis Hispanic Marketing by : Felipe Korzenny

Download or read book Hispanic Marketing written by Felipe Korzenny and published by Routledge. This book was released on 2005 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors¿ dedication to Hispanic consumers which motivated this book. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics ¿Hispanic¿ Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future

Culture and Project Management

Author : Omar Zein
Publisher : Routledge
ISBN 13 : 1317155947
Total Pages : 252 pages
Book Rating : 4.3/5 (171 download)

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Book Synopsis Culture and Project Management by : Omar Zein

Download or read book Culture and Project Management written by Omar Zein and published by Routledge. This book was released on 2016-03-03 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: The cultural diversity within many major projects require those managing them to adapt their project management approach to be in harmony with the preferences and behaviours of stakeholders from these cultures; failure to do so can lead to misunderstandings about the project’s purpose and structure; significant difficulties in implementation and in some cases, to conflict or litigation. Omar Zein's Culture and Project Management explores the cultural impact on projects and their management, providing the reader with an understanding of the main elements of cross-cultural theory within the project context. These include our perception of context, achievement, power and group dynamics; and how we approach ambiguity and time. He then identifies key aspects of project management where cultural sensitivity is essential (for example, planning, risk management, project communication and leadership) and offers a structured plan for developing what he calls 'cultural tuning' within a project environment. The book draws on the author’s research, his professional experience of working on transnational projects and his own background. His review of the different theories alongside examples and stories of their practical application, offers project managers a new and extraordinarily rich perspective into the likely dynamics of their projects. Making appropriate adaptations to standard processes, choosing what, how and through whom you communicate with stakeholders may be signal elements in the success or failure of your projects; Culture and Project Management will show where to start.

Multicultural Behavior and Global Business Environments

Author : Kamal Dean Parhizgar
Publisher : Routledge
ISBN 13 : 1135187134
Total Pages : 475 pages
Book Rating : 4.1/5 (351 download)

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Book Synopsis Multicultural Behavior and Global Business Environments by : Kamal Dean Parhizgar

Download or read book Multicultural Behavior and Global Business Environments written by Kamal Dean Parhizgar and published by Routledge. This book was released on 2013-06-17 with total page 475 pages. Available in PDF, EPUB and Kindle. Book excerpt: Resolve cross-cultural communication issues with your business suppliers, customers, and staff! Because of the rapid growth of multinational corporations and the World Wide Web, global interdependence is no longer a matter of ideology or choice, but an inescapable reality. Multicultural Behavior and Global Business Environments teaches managers both practical techniques and theoretical insights for working with people from diverse cultures in home and host countries. Managers who ignore or dismiss cultural differences may find themselves alienating customers and employees, fumbling negotiations, and ultimately losing sales. In contrast, those who are willing to see the world from different perspectives may spot fresh opportunities. Bringing multiple cultures together results in synergy, in which two combined energies multiply and reinforce one another. Multicultural Behavior and Global Business Environments tells you not only how to create synergy, but also how to profit from it.Multicultural Behavior and Global Business Environments offers practical features to help students and managers understand diverse cultures, including: charts, maps, and tables showing specific cultural divergences detailed discussions of relevant theories in psychology, management, and ethics exercises and self-tests clear, skill-based objectives for each chapter definitions of the terms and processes of multiculturalization In the modern world, the key to prosperity--or failure--in the global marketplace is awareness of cultural differences. Multicultural Behavior and Global Business Environments offers a sweeping multidisciplinary inventory of facts, theories, and practical ideas for making multiculturalism work. This comprehensive volume is a crucial resource for every manager who belongs to a multinational organization, as well as students of both domestic and international business, political science, international relations, public administration, and educational administration.

Danger and Opportunity

Author : Lionel Laroche
Publisher : Routledge
ISBN 13 : 1135119384
Total Pages : 300 pages
Book Rating : 4.1/5 (351 download)

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Book Synopsis Danger and Opportunity by : Lionel Laroche

Download or read book Danger and Opportunity written by Lionel Laroche and published by Routledge. This book was released on 2014-01-21 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Chinese characters for "danger" and "opportunity" form the word "crisis". Ancient Chinese wisdom sees an opportunity in danger. While cultural diversity brings challenges to the workplace, how do we turn these challenges into opportunities? Drawing on their extensive experience working with multicultural and multinational organizations, Lionel Laroche and Caroline Yang provide an in-depth analysis of cross-cultural dynamics in the workplace and offer practical suggestions at both the individual and organizational levels. The book analyzes cross-cultural challenges in six areas: the relative importance of technical and soft skills; cross-cultural communication; cross-cultural feedback; hierarchy; individualism; and risk tolerance. It then provides a solutions framework that encompasses people, systems and environment to bridge the issues that arise from cultural differences. The analysis and solutions are applied in four business contexts: managing a multicultural workforce; competing in the global talent market; collaborating with joint venture partners; and working with offshore resources. If you work with colleagues, managers, employees and customers from diverse cultures, if you are with an organization that has a multicultural workforce and/or global operations, or if your organization collaborates with joint venture partners or offshore resources from different cultures, then Danger and Opportunity: Bridging Cultural Diversity for Competitive Advantage is the book for you.

Managing Cultural Diversity in Technical Professions

Author : Lionel Laroche
Publisher : Routledge
ISBN 13 : 1136385193
Total Pages : 257 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Managing Cultural Diversity in Technical Professions by : Lionel Laroche

Download or read book Managing Cultural Diversity in Technical Professions written by Lionel Laroche and published by Routledge. This book was released on 2012-06-25 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Managing Cultural Diversity in Technical Professions' provides managers of technical professionals with clear and tested strategies to improve communication and increase productivity among culturally diverse technical professionals, teams, and departments. Dr. Laroche outlines the differences in education and training, career expectations, communication styles, and management expectations in countries around the world. He explains cross-cultural concepts and presents his case for the importance of cross-cultural competence supported by hard data, including charts, tables, and readily accessible schematics. You'll benefit from the author's experience and expertise as a manager and consultant in this area, illustrated by numerous anecdotes, critical incidents, and mini case studies, centered around two central themes: * Most technical professionals do not recognize the impact of cultural differences in their work * Cross-cultural issues lead to a significant under-utilization of talent and affect productivity negatively 'Managing Cultural Diversity in Technical Professions' offers proven tactics for improving your personal effectiveness and the efficiency of your multicultural teams, breaking the communication barrier in the multicultural workplace.

Advertising Diversity

Author : Shalini Shankar
Publisher : Duke University Press Books
ISBN 13 : 9780822358640
Total Pages : 0 pages
Book Rating : 4.3/5 (586 download)

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Book Synopsis Advertising Diversity by : Shalini Shankar

Download or read book Advertising Diversity written by Shalini Shankar and published by Duke University Press Books. This book was released on 2015-04-27 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent.