The Routledge Companion to Ethnic MarketingAuthor :
Hardback
Published : Wednesday 24 June 2015
Description
The Routledge Companion to Ethnic Marketing brings together the latest cutting-edge research from ethnic marketings thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including ethnic consumer shopping behaviour, religiosity, parenting, differing attitudes to materialism, acculturation and targeting.
The result is a solid framework and a comprehensive reference point for consumer researchers, students and practitioners.
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