© 2015

Proceedings of the 1996 Multicultural Marketing Conference

  • Pravat K. Choudhury
Conference proceedings

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

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

  • Book Title Proceedings of the 1996 Multicultural Marketing Conference
  • Editors Pravat K. Choudhury
  • Series Title Developments in Marketing Science: Proceedings of the Academy of Marketing Science
  • Series Abbreviated Title Developments in Marketing Science: Proceedings of the Academy of Marketing Science
  • DOI
  • Copyright Information Academy of Marketing Science 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics Business and Management (R0)
  • Hardcover ISBN 978-3-319-17394-8
  • Softcover ISBN 978-3-319-38691-1
  • eBook ISBN 978-3-319-17395-5
  • Series ISSN 2363-6165
  • Series E-ISSN 2363-6173
  • Edition Number 1
  • Number of Pages XV, 389
  • Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
  • Additional Information Originally published by the Academy of Marketing Science, Coral Gables, FL, 1996
  • Topics Marketing
    Business Strategy/Leadership
  • Buy this book on publisher's site
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