Proceedings of the 1996 Multicultural Marketing Conference

  • Pravat K. Choudhury

Table of contents

  1. Front Matter
    Pages i-xv
  2. Chiranjeev S. Kohli, Katrin R. Harich
    Pages 1-2
  3. Venkatapparao Mummalaneni, Jerome D. Williams
    Pages 27-29
  4. Lydia A. McKinley-Floyd, Jonathan N. Goodrich
    Pages 37-42
  5. Gerard J. van den Berg, Ingrid A. W. van Rijn
    Pages 55-60
  6. Rolph Anderson, Rajiv Mehta
    Pages 64-67
  7. Earl D. Honeycutt Jr., Kathleen S. Micken, Natalie Guy, Dianne B. Eppler
    Pages 68-72
  8. Ranjita Misra, Bhagaban Panigrahi
    Pages 85-88
  9. Fikru H. Boghossian, Marjorie G. Adams, Karolee M. Sowle
    Pages 89-94
  10. Md Zabid Abdul Rashid, Samsinar Md Sidin, Siti Hawa Daud
    Pages 95-101
  11. Mathew Joseph, Charlotte Simcock
    Pages 117-118
  12. Alvin Mau-sing Chan
    Pages 119-123
  13. Kumar C. Rallapalli, Saviour Nwachuku, Matthew Valle
    Pages 146-147
  14. Aliah Hanim Mohd. Salleh, Nik Rahimah Nik Yacob, Muhamad Muda, Noordin Muhamad
    Pages 148-152
  15. Louise A. Heslop, Nicolas Papadopoulos, Margie Bourk
    Pages 190-205
  16. Paulette M. Popovich, Susan S. Hubbard, Catherine A. Solheim
    Pages 216-220
  17. GG Rousseau, DJL Venter
    Pages 234-241
  18. Joseph Fola Aiyeku, Sonny Nwankwo
    Pages 242-247
  19. Ozwald A. J. Mascarenhas, Lavoisier J. Cardozo, Anil N. F. Aranha
    Pages 248-255
  20. Sonny Nwankwo, Andrew Lindridge
    Pages 256-261
  21. Ugur Yucelt, Sezai Demiral
    Pages 263-263

About these proceedings


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 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

  • Pravat K. Choudhury
    • 1
  1. 1.Old Dominion UniversityNorfolkUSA

Bibliographic information

  • DOI
  • Copyright Information Academy of Marketing Science 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-17394-8
  • Online ISBN 978-3-319-17395-5
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • Buy this book on publisher's site
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