search query: @author Jamal, A. / total: 4
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| Author: | Jamal, A. |
| Title: | Marketing in a multicultural world : the interplay of marketing, ethnicity and consumption |
| Journal: | European Journal of Marketing
2003 : VOL 37:11-12, p. 1599-1620 |
| Index terms: | CONSUMERS CONSUMPTION CULTURE ETHNIC GROUPS |
| Language: | eng |
| Abstract: | This article examines mainstream consumers in the UK. The author argues that marketers and consumers or different ethnic backgrounds co-exist, interact and adapt to each other in a multicultural marketplace. Traditional racial and ethnic segmentation are discussed. |
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