Proceedings of the 1996 Multicultural Marketing Conference
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
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Pravat K. Choudhury Editor
Proceedings of the 1996 Multicultural Marketing Conference
Proceedings of the 1996 Multicultural Marketing Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Pravat K. Choudhury Editor
Proceedings of the 1996 Multicultural Marketing Conference Presented by The Academy of Marketing Science and Old Dominion University
Virginia Beach, VA, USA October 16–19, 1996
Editor Pravat K. Choudhury Old Dominion University Norfolk, VA, USA
Reprint from Original edition Multicultural Marketing Conference 1996 Proceedings edited by Pravat K. Choudhury Copyright © Academy of Marketing Science 1996 All rights reserved. Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-17394-8 ISBN 978-3-319-17395-5 (eBook) DOI 10.1007/978-3-319-17395-5 Library of Congress Control Number: 2015938791 Springer Cham Heidelberg New York Dordrecht London © Academy of Marketing Science 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.
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A MESSAGE FROM THE PROGRAM CHAIR Dear Colleagues: Welcome to the 1996 Academy ofMarkeing Science and Old Dominion University sponsored Multicultural Marketing Conference. Multiculturalism is the new paradigm of social organization with signiicant implications for business organizations in general and marketing fuctios in particular. As we fast approach the 21st century, marketers can be expected to manage the challenges of multicultural issues impacting their marketing practices both at macro and micro levels. Multiculturalism and its implications for marketing are increasingly becoming significant both in domestic and global marketing contexts. This is evidenced by various sessions organized which are global in scope and pertaining to geogra
