Ethnic Marketing
Theory, Practice and Entrepreneurship
Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country's mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers ca…
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Produktdetails
Weitere Autoren: Stanton, John
- ISBN: 978-1-315-45487-0
- EAN: 9781315454870
- Produktnummer: 29873403
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2018
- Seitenangabe: 374 S.
- Plattform: EPUB
- Masse: 3'285 KB
- Abbildungen: 50 schwarz-weiße Tabellen
Über den Autor
Guilherme D. Pires, PhD, is an Associate Professor at the Newcastle Business School, Faculty of Business & Law at University of Newcastle, Australia. He is a Trustee for the Business & Economics Society International and serves on the editorial board of various scholarly journals. John Stanton, PhD, is an Adjunct Associate Professor (Marketing) in the School of Business, Western Sydney University, Australia.
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