£133.32

Routledge Ethnic Marketing: Theory, Practice and Entrepreneurship

Name: Routledge Ethnic Marketing: Theory, Practice and Entrepreneurship
Brand: Routledge
Price: 128.8 GBP
Availability: InStock

Anthropology & Sociology

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Description

Navigate the complexities of a fast-changing global business environment with Ethnic Marketing: Theory, Practice and Entrepreneurship. As transformative technologies and the movement of people across borders reshape markets, businesses face new challenges in understanding diverse consumer bases. This Routledge publication explores the tension between traditional assimilationist expectations and the resilience of minority ethnic groups. This book provides a necessary look at how socio-economic pressures and globalization affect consumer behavior. Instead of assuming minority groups will simply adopt mainstream cultural paths, this text examines how they maintain their own cultural and behavioral identities. It is an essential resource for those studying how ethnic resilience shapes modern commerce and entrepreneurship in an increasingly interconnected world.

Key Features

Examines the impact of globalization and transformative technologies on the modern business landscape.

Analyzes the tension between assimilationist socialization and the resilience of minority ethnic groups.

Provides insights into how the movement of people across borders changes market dynamics.

Explores the socio-economic pressures that create difficult environments for traditional businesses.

Offers a deep look at the cultural and behavioral contexts of diverse consumer groups.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 1138210609
Category: Books > Subjects > Biography > Medical, Legal & Social Sciences > Anthropology & Sociology
Domain: Amazon UK
Release Date: 13 December 2018
Listed Since: 01 February 2018

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Routledge Ethnic Marketing: Theory, Practice and Entrepreneurship

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