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The Routledge Companion to Ethnic Marketing by Ahmad Jamal

The Routledge Companion to Ethnic Marketing

by Ahmad Jamal , Lisa Peñaloza , Michel Laroche
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Book cover type: Paperback
  • ISBN13: 9780367867423
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Routledge
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 378
  • Original Price: GBP 48.99
  • Language: English
  • Edition: N/A
  • Item Weight: 700 grams
  • BISAC Subject(s): Marketing / General

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.

Ahmad Jamal is Senior Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University, UK.

Lisa Peñaloza is Professor of Marketing at KEDGE Business School, France.

Michel Laroche is the Royal Bank Distinguished Professor of Marketing at the John Molson School of Business, Concordia University, Canada.

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