Ethnic Marketing: Theory, Practice and Entrepreneurship

by John Stanton and Guilherme Pires

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...

• Format: Paperback
• Language: English
• ISBN: 0367732173
• ISBN13: 9780367732172
• Release Date: December 2020
• Publisher: Routledge
• Length: 374 Pages
• Weight: 1.10 lbs.
• Dimensions: 0.8" x 6.0" x 9.0"