The Routledge Companion to Ethnic Marketing
The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace.To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on eth…
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Produktdetails
Weitere Autoren: Peñaloza, Lisa (Hrsg.) / Laroche, Michel (Hrsg.)
- ISBN: 978-1-136-16422-4
- EAN: 9781136164224
- Produktnummer: 18434356
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2015
- Seitenangabe: 378 S.
- Plattform: PDF
- Masse: 9'201 KB
- Abbildungen: 6 schwarz-weiße Abbildungen, 4 schwarz-weiße Fotos, 2 schwarz-weiße Zeichnungen, 11 schwarz-weiße Tabellen
Über den Autor
Ahmad Jamal is Senior Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University, UK.Lisa Peñaloza is Professor of Marketing at KEDGE Business School, France.Michel Laroche is the Royal Bank Distinguished Professor of Marketing at the John Molson School of Business, Concordia University, Canada.
2 weitere Werke von Ahmad (Hrsg.) Jamal:
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