Multicultural marketplaces: New territory for international marketing and consumer research

Volume: 32, Issue: 2, Pages: 118 - 140
Published: Apr 8, 2015
Abstract
Purpose – The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research lens. It develops a conceptualisation of multicultural marketplaces, demonstrating why they constitute new conceptual territory, before specifying five key areas for research development. Design/methodology/approach – The paper draws from seminal international...
Paper Details
Title
Multicultural marketplaces: New territory for international marketing and consumer research
Published Date
Apr 8, 2015
Volume
32
Issue
2
Pages
118 - 140
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