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Migration and Minorities in Europe

In: Diversity in European Marketing

Author

Listed:
  • Josep Franch

    (Research Group on Brand and Consumption at ESADE)

  • Verena Gruber

    (International Marketing Management)

  • Matthew Hawkins

    (Research Group on Brand and Consumption at ESADE)

Abstract

Panzani’s appreciation of Muslims’ preferences and tastes in France illustrates the importanttask of accounting for the needs of different ethnic groups, which increasingly form a crucial customer segment. As the marketplace becomes ever more pluralistic, accommodating various minorities and cultural subgroups, marketers increasingly need to be aware of these differences in order to remain viable and competitive players.

Suggested Citation

  • Josep Franch & Verena Gruber & Matthew Hawkins, 2012. "Migration and Minorities in Europe," Springer Books, in: Thomas Rudolph & Bodo B. Schlegelmilch & András Bauer & Josep Franch & Jan Niklas Meise (ed.), Diversity in European Marketing, edition 127, chapter 1, pages 15-55, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6976-7_1
    DOI: 10.1007/978-3-8349-6976-7_1
    as

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