£130.00

Routledge Ethnic Marketing: Culturally Sensitive Theory and Practice

Name: Routledge Ethnic Marketing: Culturally Sensitive Theory and Practice
Brand: Routledge
Price: 130.0 GBP
Availability: InStock

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Description

As globalization drives large cross-border population movements, ethnic diversity continues to grow within newly industrialized economies. This shift is supported by rapid improvements in networking and communication technologies, changing how communities interact and consume. Many ethnic minorities now choose to preserve their unique identities as diasporic communities or within their adopted countries rather than simply adapting to a dominant host culture. For professionals in the business sector, understanding these cultural nuances is essential. This book provides the framework needed to recognize the specific needs of diverse individuals. By learning to navigate these cultural dynamics, marketers can develop effective strategies that respect consumer preferences and meet the demands of a changing global marketplace. This text serves as a guide for those looking to master culturally sensitive marketing practices in an increasingly diverse world.

Key Features

Examines the impact of globalization and population movement on ethnic diversity in modern economies.

Explores how communication technologies influence the growth and connectivity of ethnic communities.

Provides insights into how minority groups preserve their identities within adopted countries.

Offers guidance on understanding the unique needs and preferences of diverse consumer groups.

Supports the development of marketing strategies tailored to diasporic and ethnic populations.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 041583600X
Category: Books > Subjects > Business, Finance & Law > Accounting > International
Domain: Amazon UK
Release Date: 16 December 2014
Listed Since: 03 December 2012

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Routledge Ethnic Marketing: Culturally Sensitive Theory and Practice

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