Proceedings of the 1998 Multicultural Marketing Conference

  • Jean-Charles Chebat
  • A. Ben Oumlil

Table of contents

  1. Front Matter
    Pages i-xxix
  2. Jacob Y. H. Jou, Linda FongLing Fu, Amy YiLing Lin
    Pages 24-29
  3. Renier Jansen van Rensburg, Johan W. de Jager
    Pages 48-55
  4. Tunç Erem, Ömer Baybars Tek, A. Ercan Gegez, Deniz Börü
    Pages 72-79
  5. S. Prasad Kantamneni, Kevin R. Coulson
    Pages 100-104
  6. Ali A. Nazarian, Nabil Y. Razzouk, Barbara J. Rood
    Pages 105-111
  7. Naoufel Daghfous, John V. Petrof, Frank Pons
    Pages 112-115
  8. William J. Havlena, Susan L. Holak
    Pages 128-134
  9. Chieko Minami
    Pages 135-138
  10. Hisao Fujimoto, Yohei Sasakawa, Yasuhiko Kubo
    Pages 139-144
  11. Sonny Nwankwo, Alphonso O. Ogbuehi, Joseph P. Aiyeku
    Pages 164-168
  12. Shawnta S. Friday, Lori M. Zalka, Meredith Downes, Susan R. Perry, Karen Paul
    Pages 169-173
  13. Homer B. Warren
    Pages 179-182
  14. Frederick A Frost, Tekle Shanka
    Pages 192-200
  15. Rajneesh Suri, Mayuresh Kelkar, Rajesh V. Manchanda
    Pages 204-205
  16. Vinay Kothari, Madison Payai Kothari
    Pages 207-210
  17. Gabriel G Rousseau, Danie J Venter
    Pages 222-225
  18. Anusorn Singhapakdi, Somboon Salyachivin, Busaya Virakul, Vinich Veerayangkur
    Pages 261-262

About these proceedings


​This volume includes the full proceedings from the 1998 Multicultural Marketing Conference held in Montreal, Canada. 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.​


Academy of Marketing Science Customer Behavior Developments in Marketing Science Marketing Research Marketing Strategy Multicultural Marketing

Editors and affiliations

  • Jean-Charles Chebat
    • 1
  • A. Ben Oumlil
    • 2
  1. 1.Ecole des HECMontrealCanada
  2. 2.University of DaytonDaytonUSA

Bibliographic information

  • DOI
  • Copyright Information Academy of Marketing Science 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-17382-5
  • Online ISBN 978-3-319-17383-2
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • Buy this book on publisher's site
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