Download or read book Handbook of Research on Ethnic and Intra-cultural Marketing written by Brodowsky, Glen H. and published by Edward Elgar Publishing. This book was released on 2022-10-11 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.