Ethnic Marketing: Culturally Sensitive Theory and Practice

Guilherme D. Pires, John Stanton

Research output: Book/Research ReportAuthored Book

4 Citations (Scopus)

Abstract

Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries.

Original languageEnglish
Place of PublicationU.K.
PublisherRoutledge
Number of pages364
ISBN (Print)9780415836005
DOIs
Publication statusPublished - 2015

Bibliographical note

© 2015 Guilherme D. Pires and John Stanton

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