Ethnic marketing : culturally sensitive theory and practice /
Pires, Guilherme D.
Ethnic marketing : culturally sensitive theory and practice / - Abingdon, Oxon ; New York, NY : Routledge, 2015. - xvi, 364 pages : ill. ; 27 cm.
Includes bibliographical references and index.
'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. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries.
9780415836005 9780415836005: £95.00 041583600X
2014024839
Minority consumers.
Market segmentation.
Marketing--Cross-cultural studies.
658.80089 / PIR
Ethnic marketing : culturally sensitive theory and practice / - Abingdon, Oxon ; New York, NY : Routledge, 2015. - xvi, 364 pages : ill. ; 27 cm.
Includes bibliographical references and index.
'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. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries.
9780415836005 9780415836005: £95.00 041583600X
2014024839
Minority consumers.
Market segmentation.
Marketing--Cross-cultural studies.
658.80089 / PIR