Ethnic marketing to the global millennial consumers : challenges and opportunities
Tana Cristina Licsandru, Charles Chi Cui
| Year of publication: |
2019
|
|---|---|
| Authors: | Licsandru, Tana Cristina ; Cui, Charles Chi |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 103.2019, p. 261-274
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| Subject: | Multicultural | Global consumer culture | Ethnic marketing | Millennials | Ethnische Gruppe | Ethnic group | Konsumentenverhalten | Consumer behaviour | Welt | World | Internationales Marketing | International marketing | Globalisierung | Globalization | Zielgruppe | Target group | Kulturelle Identität | Cultural identity | Altersgruppe | Age group |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.01.052 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012104219