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The Routledge Companion to Ethnic Marketing. ラウトレッジ版 エスニック・マーケティング必携
・ISBN 978-0-415-64363-4 2015 hard GB£ 260.00
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・ISBN 978-0-367-86742-3 2019 paper GB£ 50.99
￥16,153.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-08009-2
| 著者・編者 | Jamal, Ahmad / Peñaloza, L. / Laroche, M. (eds.), |
|---|---|
| シリーズ | Routledge Companions in Business, Management and Accounting |
| 出版社 | (Routledge, UK) |
| ページ数 | 378 pp. |
| 言語 | ENG |
| ニュース番号 | ＜626-924＞ |
解説
The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace.
To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues.
The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.