Ethnic Marketing
Culturally sensitive theory and practice
A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that e…
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Produktdetails
Weitere Autoren: Stanton, John
- ISBN: 978-1-135-04638-5
- EAN: 9781135046385
- Produktnummer: 17510438
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2014
- Seitenangabe: 382 S.
- Plattform: EPUB
- Masse: 6'929 KB
- Abbildungen: 24 schwarz-weiße Abbildungen, 24 schwarz-weiße Zeichnungen, 42 schwarz-weiße Tabellen
Über den Autor
Guilherme D. Pires is Associate Professor and Head of the Marketing Discipline and the DBA Program Convenor at the Newcastle Business School, University of Newcastle, Australia.John Stanton is Associate Professor and Director of Academic Programmes in Economics and Finance at the School of Business, University of Western Sydney, Australia.
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