Ethnic Marketing: Culturally Sensitive Theory and Practice

by Guilherme Pires and John Stanton

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...

• Format: Hardcover
• Language: English
• ISBN: 041583600X
• ISBN13: 9780415836005
• Release Date: December 2014
• Publisher: Routledge
• Length: 364 Pages
• Weight: 1.45 lbs.
• Dimensions: 1.0" x 6.2" x 9.1"