Contents
1 Issues in Ethnic Marketing Theory, Practice and Entrepreneurship
What Is Ethnic Marketing? Definitional Differences
Other Ethnic Marketing Issues Identified by Researchers
Causes of a Gap and Approaches to Reconciliation
On the Need for Pragmatism or Theory-in-Use
Pragmatism in Ethnic Marketing Theory
2 Ethnicity, Ethnic Groups and Ethnic Identity
The Meaning and Relevance of Ethnicity
Meaning and Centrality of Ethnic Groups
The Interlinking of Ethnic Identity With the Ethnic Group
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