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Marketing Across Ethnic Boundaries

Marketing Across Ethnic Boundaries

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Title: Marketing Across Ethnic Boundaries

Essay Details:

Subject: Business

Author: Vivian P

Date: January 13, 2015

Level: University

Grade:

Length: 6 / 1618

Essay text:

The concept of ethnicity is a complex process with multiple stages and multiple outcomes. It begins with contact, when newcomer ethnic groups arrive but try to maintain their old culture and identity - perhaps as a means of survival, or a means of living their lives in a familiar way because that is what they are comfortable with. They may seek out areas to live and work where they can develop a network of friends with the same value systems. Through acculturation ethnic identities emerge amid greater exposure to the larger society and culture. Adaptation sees the group trying to maintain its ethnic identity but slowly giving way to the dominant culture...

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