Ethnic marketing: accepting the challenge of cultural diversity | NOVA. The University of Newcastle's Digital Repository

Home

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/29164

Title: Ethnic marketing: accepting the challenge of cultural diversity
Author/Creator: Pires, Guilherme D.; Stanton, P. John
Description: Ethnic Marketing is a practical guide to marketing to ethnic communities in various countries and cultures. There is growing evidence that the cultural and ethnic diversity of many advanced and newly industrialising economies is increasing, and that ethnic minorities, are seeking to maintain their identity. A systematic exposition of how to develop an effective marketing strategy targeting ethnic groups within a country has been lacking until now. Ethnic Marketing recognises the importance that individual ethnic groups and their institutions can have for marketing, hence the focus is on the ethnic group and the challenges and opportunities that ethnic groups represent.
Relation: http://higher.cengage.com.au/default.aspx?et=1&ei=60&subSiteID=4&ibcClientID=1274138&ibcClientToken=4437867210283&bookID=47676
Date: 2005
Publisher: Thomson Learning
Keyword(s): marketing; ethnic communities
Resource Type: book
Rights: Thomson Learning is now Cengage Learning
Identifier: http://hdl.handle.net/1959.13/29164
Identifier: ISBN:1861529961

72 Visitors

126 Hits

NOVA. The University of Newcastle's Digital Repository