Full Product Details
Author: Guilherme Pires (University of Newcastle, Australia) ,
John Stanton (University of Western Sydney, Australia.)
Publisher: Taylor & Francis Ltd
Imprint: Routledge
Weight: 0.544kg
ISBN: 9781138832206
ISBN 10: 1138832200
Pages: 382
Publication Date: 12 December 2016
Audience:
College/higher education
,
Tertiary & Higher Education
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
'I am pleased to see a serious effort to provide students, academics, and practitioners with a treaty on how to address ethnicity in marketing and advertising. This is an historic breakthrough.' - Felipe Korzenny, Ph.D., Director and Professor, Center for Hispanic Marketing Communication, Florida State University, USA and Co-author of 'Hispanic Marketing: Connecting with the New Latino Consumer' 'In an age of confusion and ignorance regarding how to understand ethnic minority markets this book makes a welcomed contribution.' - Dr Andrew Lindridge, The Open University Business School, UK 'This book provides a comprehensive and structured approach to the theory and practice of ethnic marketing with insights from experts in this field. It is a valuable practical guide to researchers and practitioners of ethnic marketing.' - Alvin Chan, Lecturer in Marketing, University of Western Sydney, and a former judge of the Multicultural Marketing Awards held by the Ethnic Affairs Commission of New South Wales, Australia.
‘I am pleased to see a serious effort to provide students, academics, and practitioners with a treaty on how to address ethnicity in marketing and advertising. This is an historic breakthrough.’ - Felipe Korzenny, Ph.D., Director and Professor, Center for Hispanic Marketing Communication, Florida State University, USA and Co-author of ‘Hispanic Marketing: Connecting with the New Latino Consumer’ ‘In an age of confusion and ignorance regarding how to understand ethnic minority markets this book makes a welcomed contribution.’ - Dr Andrew Lindridge, The Open University Business School, UK ‘This book provides a comprehensive and structured approach to the theory and practice of ethnic marketing with insights from experts in this field. It is a valuable practical guide to researchers and practitioners of ethnic marketing.’ - Alvin Chan, Lecturer in Marketing, University of Western Sydney, and a former judge of the Multicultural Marketing Awards held by the Ethnic Affairs Commission of New South Wales, Australia.
Author Information
Guilherme D. Pires is Associate Professor and Head of the Marketing Discipline and the DBA Program Convenor at the Newcastle Business School, University of Newcastle, Australia. John Stanton is Associate Professor and Director of Academic Programmes in Economics and Finance at the School of Business, University of Western Sydney, Australia.
