Handbook of Research on Ethnic and Intra-cultural Marketing

Handbook of Research on Ethnic and Intra-cultural Marketing
Author :
Publisher : Edward Elgar Publishing
Total Pages : 247
Release :
ISBN-10 : 9781800880054
ISBN-13 : 1800880057
Rating : 4/5 (54 Downloads)

Book Synopsis Handbook of Research on Ethnic and Intra-cultural Marketing by : Brodowsky, Glen H.

Download or read book Handbook of Research on Ethnic and Intra-cultural Marketing written by Brodowsky, Glen H. and published by Edward Elgar Publishing. This book was released on 2022-10-11 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.


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