Over more than two decades of researching and writing about cultural diversity and marketing to ethnic minorities within nation-states, we have sought to capture the ongoing changes in approaches to ethnic marketing and the largely environmental drivers of those changes that have been occurring. Over this period, we have observed growing differences between theory and practice as well as growing differences between countries in how practitioners appear to treat marketing to ethnic minorities. In this text we have sought to explain the causes of these differences while still advancing the theoretical underpinnings for ethnic marketing to be successful.

A major innovation in this text is to recognize that ethnic markets are incubators ...

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