Guilherme Pires: 2 books

Book cover of Ethnic Marketing

Ethnic Marketing

Culturally sensitive theory and practice

by Guilherme Pires, John Stanton
Language: English
Release Date: December 5, 2014

A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture,...
Book cover of Ethnic Marketing

Ethnic Marketing

Theory, Practice and Entrepreneurship

by Guilherme D. Pires, John Stanton
Language: English
Release Date: December 17, 2018

Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social...
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