Proceedings of the 1996 Multicultural Marketing Conference

Creating Brand Names: Strategic and International Considerations -- Consumer Behavior in East/West Cultures -- Intercultural Communication within Multinational Marketing Firms -- Antecedents of Marketing Adoption -- Empirical Investigation of the Determinants of Marketing Sarawak’s Heritage as a Tourist Destination -- Are Perceptions of Personal Selling the Same in Singapore as Those in the U.S.? -- Purchasing Decisions Among Black and White Families for Selected Products in Durham, North Carolina -- Psychological Influences on African American Compulsive Gambling Behavior -- Ethnicity and Lottery Ticket Purchase -- Ethnocentric Tendencies and Consumer Purchase Behavior in Central and Eastern Europe -- Cultural Differences in the Appreciation of Art Periods and Art Forms -- Consumers’ Perceptions of Uni- and Bi-National Products -- An Examination of the Impact of Closing Techniques and Buyer Gender on Attitude Toward the Salesperson -- Training Multicultural Sales Managers -- How Appealing are Sales Careers? -- Impact of Shortening International Product Life Cycle -- Religion: The Determining Factor in Constructing Global Marketing Strategies -- A Study of Employee Satisfaction with HMO Services at a Historically Black University -- Predictive Factors of Abortion Attitudes Between Whites and Blacks -- Health Care: A Competitive Environment -- Malaysian Consumers Attitudes and Purchases Toward Local vs. Foreign Made Products -- Wives’ Involvement and the Effects of Sex Role Orientation in Purchase Decisions by Families -- Consumer Attitudes Toward Advertising: Does Culture Matter? -- International Advertising: Using Hofstede’s (1980) Framework as a Basis for Standardization.