search query: @indexterm CRITICAL PATH METHOD / total: 31
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| Author: | Burton, D. |
| Title: | Towards a critical multicultural marketing theory |
| Journal: | Marketing Theory
2002 : JUN, VOL. 2:2, p. 207-236 |
| Index terms: | Marketing research Marketing theory Ethnic groups Critical path method |
| Language: | eng |
| Abstract: | The paper makes the distinction between different types of multicultural orientations before exploring critical multiculturalism in more detail. The main body of the paper sets out essential elements of a critical multicultural marketing theory and simultaneously assesses the extent to which a critical orientation is evident in current multicultural marketing research. |
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