Bücher der Reihe Key Issues in Marketing Management

With globalisation taking centre stage in the business world and multiculturalism affecting markets and societies, there is a need to understand the ways that customers respond to the changing marketplace from both international and multicultural perspectives. This book was originally published as a special issue of the Journal of Marketing Management.

This book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and culture. This book was originally published as a special issue of the Journal of Marketing Management.