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Ethnic marketing : theory, practice and entrepreneurship /
"Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Domina...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York ; London :
Routledge, Taylor and Francis Group,
2019.
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| Colección: | Routledge studies in marketing ;
5. |
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Issues in ethnic marketing theory, practice and entrepreneurship
- Ethnicity, ethnic groups and ethnic identity
- Acculturation, the minority ethnic group and ethnic consumer behaviour
- Rationale for ethnic marketing focus on aggregates of minority ethnic groups
- Perspectives on ethnic loyalty
- Articulating ethnic marketing with ethnic entrepreneurship
- Understanding ethnic entrepreneurship
- Ethnic minority business growth, demise and failure
- Ethnic networks and the adoption of relational strategies
- Ethnic entrepreneurship and the marketing mix
- Product, price, place, physical evidence and process
- Promotion and personalisation
- People, ethics and social responsibility
- Environmental forces, ethnic marketing and ethnic entrepreneurship.