6955906
9780566088131
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From an agribusiness food retailing perspective the changing landscape of racial, ethnic, and cultural mix provides new and exciting opportunities arising from diversity. Different groups demand different products and services; also, they have existing business networks and alternative ways of doing business. There are tremendous challenges and opportunities, which arise from marketing to, within, and crossing-over with groups of different ethnicity and culture. The overall objective of this book is to provide a comprehensive collection of cutting-edge research on opportunities from diversity, especially in terms of consequences for businesses and appropriate marketing strategy plans. The book will include a number of different issues that define, challenge, and open up new markets / products and services resulting from a diverse racial, ethnic, and cultural landscape.Lindgreen, Adam is the author of 'The New Cultures of Food', published 2009 under ISBN 9780566088131 and ISBN 0566088134.
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