Ethnic marketing: culturally sensitive theory and practice
Pires, Guilherme D.
Ethnic marketing: culturally sensitive theory and practice - e1 - 2015
The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to dominant western culture, ethnic minorities are preserving their identities, both as a diasporic communities and within their adopted countries. There is a growing awareness that this uniqueness calls for quite different communication, product and service preferences and that it's crucial for marketers to understand their needs. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies.
9780415836005 95
658.80089 / PIR-15
Ethnic marketing: culturally sensitive theory and practice - e1 - 2015
The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to dominant western culture, ethnic minorities are preserving their identities, both as a diasporic communities and within their adopted countries. There is a growing awareness that this uniqueness calls for quite different communication, product and service preferences and that it's crucial for marketers to understand their needs. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies.
9780415836005 95
658.80089 / PIR-15