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.