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Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries.
Biography
Associate Professor Guilherme Dias Pires is currently the Head of the Marketing Discipline and the DBA Program Convenor at the Newcastle Business School, Faculty of Business & Law, University of Newcastle, Australia.
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