"Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established...

The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to a dominant, host-country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. There is a growing awareness that...