haku: @author Burton, D. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Burton, D. |
| Otsikko: | Ethnicity, identity and marketing: a critical review |
| Lehti: | Journal of Marketing Management
2000 : NOV, VOL. 16:8, p. 853-878 |
| Asiasana: | ETHNIC GROUPS MARKETING REVIEW |
| Kieli: | eng |
| Tiivistelmä: | Ethnicity and identity are important marketing concepts in multi-cultural societies but they have received little attention in Britain. This paper examines reasons for this lack of interest prior to assessing key issues in the debate including: various ways of conceptualising ethnicity, identity and acculturation; understanding the complexities of undertaking market research with ethnic minorities; the appropriate use of various promotional strategies; and whether or not products and services need to be developed or adapted for the ethnic minority market. |
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