Proceedings of the 1998 Multicultural Marketing Conference
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
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Jean-Charles Chebat A. Ben Oumlil Editors
Proceedings of the 1998 Multicultural Marketing Conference
Proceedings of the 1998 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
Jean-Charles Chebat and A. Ben Oumlil Editors
Proceedings of the 1998 Multicultural Marketing Conference
Montreal, Quebec, Canada September 17-20, 1998
Editors Jean-Charles Chebat Ecole des HEC Montreal, QC, Canada
A. Ben Oumlil University of Dayton Dayton, OH, USA
Reprint from Original edition Proceedings of the 1998 Multicultural Marketing Conference edited by Jean-Charles Chebat and A. Ben Oumlil Copyright © Academy of Marketing Science 1998 All rights reserved. Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-17382-5 ISBN 978-3-319-17383-2 (eBook) DOI 10.1007/978-3-319-17383-2 Library of Congress Control Number: 2015938786 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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ACADEMY OF MARKETING SCIENCE Officers, 1998-2000 President Kathleen A. Krentler San Diego State University, USA
Vice President for Academic Affairs Charles Ingene University of Washington, USA
President-Elect Robert A. Peterson University of Texas, USA
Vice President for Development Robert H. Luke
Executive Vice President/Director Harold W. Berkman
Vice President for Publicity and Public Relations Elizabeth J. Wilson
University ofMiami, USA
Louisiana State University, USA
Vice President for Programs M. Joseph Sirgy
Jill S. Attaway
Virginia Tech University, USA
Illinois State University, USA
Vice President for Publications David W. Cravens
Secretary Julie Baker
Texas Christian University, USA
U
