Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. T

In America today, you can connect to your ethnic heritage in dozens of ways, or adopt an identity just for an evening. Our society is not a melting pot but a sa

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing meth

Global trends in emerging ethnicity - and also in global marketing - make this an especially timely book. Marketing in a Multicultural World is the perfect volu

Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, an