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List of Tables
List of Figures
1 Issues in Ethnic Marketing Theory, Practice and Entrepreneurship
What Is Ethnic Marketing? Definitional Differences
Ethnic Marketing Issues
Other Ethnic Marketing Issues Identified by Researchers
Causes of a Gap and Approaches to Reconciliation
On the Need for Pragmatism or Theory-in-Use
Pragmatism in Ethnic Marketing Theory
2 Ethnicity, Ethnic Groups and Ethnic Identity
The Meaning and Relevance of Ethnicity
Basis for Defining Ethnicity
We Are All Ethnic—Or Are We?
Meaning and Centrality of Ethnic Groups
The Interlinking of Ethnic Identity With the Ethnic Group
Development of Ethnic Identity
Ethnic Identity, Consumer Behaviour and the ...