Marketing BILLY to ethnic subcultures : A explorative study of ethnic subcultural consumption behaviour
Background: The ethnic subcultural consumer is a valuable segment in the multicultural societies of today, which has received little attention from both marketers and researchers. One of the most multicultural cities in Sweden is Malmoe, with 38% of its habitants having a foreign background. For I...
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| Format: | Others |
| Language: | English |
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Linnéuniversitetet, Ekonomihögskolan, ELNU
2010
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-11273 |