Recent developments have created an unprecedented climate of ethnic, religious, and cultural changes on a global scale. This situation provides new and exciting opportunities. But, the question for academics and businesses, of course, is how best to define, challenge, and suggest new markets, products, and services created by a diverse ethnic, religious, and cultural landscape. This edited volume by Dr. Ahmad Jamal, Professor Lisa Peńaloza, and Professor Michel Laroche is a rich source of thought for everyone who wants to get deeper insights into this question. I highly recommend The Routledge Companion to Ethnic Marketing as a relevant read that also helps to generate a dialogue necessary to extend our understand of this important area even further. - Professor Adam Lindgreen, Head of Marketing & Strategy, Cardiff Business School, Cardiff University, UK
Judging a book on the effect it has on the readers thought processes, The Routledge Companion to Ethnic Marketing must be classified as outstanding. Its engaging style and argument clarity makes it an invaluable resource for researchers and in the classroom. - Guilherme D. Pires, Ph.D., Associate Professor of Marketing, Newcastle Business School, University of Newcastle, Australia
A most ambitious and comprehensive book geared to master Marketing to culturally diverse groups in the US and internationally. I am delighted to see an effort that includes models of culture change, cultural segmentation, religion, materialism, ethnic youth, and advertising approaches in one comprehensive piece. This book puts culture at the core of marketing. - Felipe Korzenny, Ph.D., Founder Center for Hispanic Marketing Communication, Florida State University, USA and Co-author of Hispanic Marketing: Connecting with the New Latino Consumer
'Academics and practitioners alike have been waiting a long time for an ethnic marketing book that is informative, educational, research orientated and accessible. Jamal, Peńaloza and Laroche are to be congratulated on delivering that book. The wait was worthwhile. - Dr Andrew Lindridge, The Open University Business School, UK
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