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Books > Business & Economics > Business & management > Sales & marketing > Market research
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The Routledge Companion to Ethnic Marketing (Paperback)
Loot Price: R1,201
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The Routledge Companion to Ethnic Marketing (Paperback)
Series: Routledge Companions in Marketing, Advertising and Communication
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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.
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