Multicultural Perspectives in Customer Behaviour

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.

Maria G. Piacentini is Senior Lecturer in Consumer Research and Marketing at Lancaster University Management School in the UK. Her research focuses on the consumption behaviour of vulnerable consumers, with specific interest in the coping strategies employed by consumers in difficult situations. She has published her work in a number of journals, including the Journal of Business Research, the Journal of Marketing Management, Advances in Consumer Research, Sociology of Health and Illness, the Journal of Consumer Behaviour, the International Journal of Non-Profit and Voluntary Sector Marketing, and the International Review of Retailing, Distribution and Consumer Research.
Charles C. Cui is Senior Lecturer in International Management and Marketing at the University of Manchester, Manchester Business School in the UK. His research focuses on international marketing and consumer behaviour, with a special interest in managerial and consumer behaviours in cross-cultural contexts. He has published his work in international journals such as Asia Pacific Journal of Marketing and Logistics, Industrial Marketing Management, International Marketing Review, Journal of Business Ethics, and R&D Management.