Ethnic marketing: culturally sensitive theory and practice
Material type:
TextLanguage: English Publication details: 2015Edition: e1ISBN: - 9780415836005
- 658.80089 PIR-15
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
Books
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Indian Institute of Management Raipur Reference | 658.80089 PIR-15 (Browse shelf(Opens below)) | Not for loan | 8378 |
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.
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