Marketing as a concept pays a great deal of attention to the individual market transactions, ignoring the impact of marketing practices on society at a macro level. The paper argues that, in a multicultural marketplace, marketers and consumers of different ethnic backgrounds co‐exist, interact...

pt. 1. Why ethnic marketing? -- pt. 2. Processes of ethnic cultural change, socialization and technology -- pt. 3. Identity, space and ethnic entrepreneurship -- pt. 4. Globalization, religion and materialism -- pt. 5. Market segmentation and targeting -- pt. 6. Advertising -- pt. 7. Ethical and...