Shopping for Identity The Marketing of Ethnicity

ISBN-10: 0805210938
ISBN-13: 9780805210934
Edition: 2000
Authors: Marilyn Halter
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Description: An incisive analysis of the interaction between culture and commerce in the multiethnic marketplace, this text describes the business and marketing implications of the move away from assimiliation to an interest in ethnic identity, explaining how  More...

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Book details

Copyright year: 2000
Publisher: Knopf Doubleday Publishing Group
Publication date: 7/23/2002
Binding: Paperback
Pages: 256
Size: 5.25" wide x 8.00" long x 0.75" tall
Weight: 0.594
Language: English

An incisive analysis of the interaction between culture and commerce in the multiethnic marketplace, this text describes the business and marketing implications of the move away from assimiliation to an interest in ethnic identity, explaining how businesses develop strategies to sell products and values to all.

Marilyn Halter is an associate professor of history and a research associate at the Institute for the Study of Economic Culture at Boston University. She is the author of Between Race and Ethnicity and New Migrants in the Marketplace. She lives in New Bedford, Massachusetts.

Acknowledgments
Longings and Belongings: An Introduction
From Community to Commodity: The Color of Money
The New Ethnic Marketing Experts
The Romance of Ethnicity
Ethnic by Design: Marketing to a "New America"
A Rainbow Coalition of Consumers
Recipe for Multiethnicity: The Mestizo Makeover
Conclusion
A Note on Terminology
Notes
Bibliography
Index
Illustration Credits

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