Migration and Minorities in Europe

Josep Franch, Verena Gruber and Matthew Hawkins
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Josep Franch: Research Group on Brand and Consumption at ESADE
Verena Gruber: International Marketing Management
Matthew Hawkins: Research Group on Brand and Consumption at ESADE

Chapter 1 in Diversity in European Marketing, 2012, pp 15-55 from Springer

Abstract: Abstract Panzani’s appreciation of Muslims’ preferences and tastes in France illustrates the importanttask of accounting for the needs of different ethnic groups, which increasingly form a crucial customer segment. As the marketplace becomes ever more pluralistic, accommodating various minorities and cultural subgroups, marketers increasingly need to be aware of these differences in order to remain viable and competitive players.

Keywords: Host Country; Minority Group; Home Country; Migrant Community; Turkish Migrant (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-6976-7_1

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DOI: 10.1007/978-3-8349-6976-7_1

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