TY  - BOOK
AU  - Bhattacharjee, Anuradha
TI  - Multiculturalism and Advertising: Indian and European Enterprises under Globalization
SN  - 9780199453566
U1  - 305.800954 
PY  - 2019///
CY  - New Delhi
PB  - Oxford University Press
KW  - Advertising - Economic aspects
N1  - 1 What Is Culture? 
2 Prejudice and Stereotyping 
3 Toward Larger Unities 
4 What Is Globalization? 
5 Country of Origin Perceptions 
6 Globalization: Toward a Post-Modern Phase? 
7 Impact of Multiculturalism 
PART II
8 From the Margins to the Center: The Global South 
9 Emerging Markets and Their Potential: Post-liberalization
India 
10 Where India Is Now 
11 The "China" Factor in Southeast Asia 
12 Setting the Scene in South Asia 
13 The "Automobile" Category
ER  -