Cardiff University | Prifysgol Caerdydd ORCA
Online Research @ Cardiff 
WelshClear Cookie - decide language by browser settings

Introduction to ethnic marketing

Jamal, Ahmad, Penaloza, Lisa and Laroche, Michel 2015. Introduction to ethnic marketing. In: 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. (10.4324/9780203080092)
Item availability restricted.

[img] PDF - Accepted Post-Print Version
Restricted to Repository staff only

Download (405kB)

Abstract

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: 20 Sep 2019 14:19
URI: http://orca.cf.ac.uk/id/eprint/76228

Citation Data

Cited 1 time in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item Edit Item

Downloads

Downloads per month over past year

View more statistics