1Issues in Ethnic Marketing Theory, Practice and Entrepreneurship

Several decades of large migrant flows into many advanced economies, often from culturally dissimilar sources to the host country, combined with a reawakening of ethnic identity among groups already resident, have stimulated large and often conflicting marketing and entrepreneur-ship literatures discussing whether, when and how to target consumers based on their ethnicity. The diversity of this body of work spans differences in both theoretical and practical perspectives. This book examines these different views of ethnic marketing, its practice and its future, with particular attention given to ethnic entrepreneurship.

The development of ethnic marketing requires understanding ...

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