The Routledge Companion to Ethnic Marketing

Business & Finance, Marketing & Sales, International, Consumer Behaviour
Cover of the book The Routledge Companion to Ethnic Marketing by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781136164217
Publisher: Taylor and Francis Publication: June 19, 2015
Imprint: Routledge Language: English
Author:
ISBN: 9781136164217
Publisher: Taylor and Francis
Publication: June 19, 2015
Imprint: Routledge
Language: English

The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace.

To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues.

The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners. 

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace.

To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues.

The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners. 

More books from Taylor and Francis

Cover of the book Ideologies of American Foreign Policy by
Cover of the book Musical Savants by
Cover of the book Love by
Cover of the book Elsewhere in America by
Cover of the book Resilience, Emergencies and the Internet by
Cover of the book Interpretive Description by
Cover of the book Risk and Resilience by
Cover of the book Human and Environmental Security by
Cover of the book Creating Fear by
Cover of the book Employment Regulation in the Workplace by
Cover of the book Teaching Comics Through Multiple Lenses by
Cover of the book The Future of Terrorism by
Cover of the book Liberalism against Liberalism by
Cover of the book Introduction to Psychotherapy by
Cover of the book Making Place, Making Self by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy