aThis 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 Academyas 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.aThe AIDS crisis is far from over, as recentresearch has shown and at riskgroups such as students still engage in risky behaviour. ... Engel, James F., Martin R. Warshaw, and Thomas C. Kinnear (1991), Promotional Strategy, 7th edition, Boston:anbsp;...
|Title||:||Proceedings of the 1998 Multicultural Marketing Conference|
|Author||:||Jean-Charles Chebat, A. Ben Oumlil|
|Publisher||:||Springer - 2015-05-19|