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Introduction to ethnic marketing

Jamal, Ahmad ORCID:, Penaloza, Lisa and Laroche, Michel 2015. Introduction to ethnic marketing. Jamal, Ahmad, Penaloza, Lisa and Laroche, Michel, eds. The Routledge Companion to Ethnic Marketing, Routledge Companions in Business, Management and Accounting, Abingdon: Routledge, pp. 3-14.
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Growing population numbers, increasing purchasing power and a heightened sense of ethnic pride among ethnic minority consumers across the globe represent significant marketing opportunities ( Jamal 2003; Peñaloza 2007). Cultural and ethnic diversity in the marketplace affects and shapes social institutions. As examples, many educational institutions have developed diversity offices to accommodate a multicultural student body and staff, while up-and-coming chefs and families and pop restaurateurs steadily incorporate ethnic foods into local cuisine. Ethnic diversity affects businesses by presenting opportunities in developing new markets for a variety of products and services, as well as challenges related to working with diverse workers and consumers.

Item Type: Book Section
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
Publisher: Routledge
ISBN: 9780415643634
Date of First Compliant Deposit: 30 March 2016
Date of Acceptance: 9 January 2015
Last Modified: 28 Oct 2022 09:57

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