Migration and minorities in Europe:

J. Franch Bullich; Verena Gruber; Matthew Allen Hawkins

Migration and minorities in Europe

J. Franch Bullich, Verena Gruber, Matthew Allen Hawkins

Esade

Producció científica: Capítol de llibre › Capítol

1 Citació (Scopus)

Resum

This chapter begins by presenting key migration trend statistics. First global statistics are presented and the focus narrows in on Europe. Next, the impacts migrants have on business, from a marketing perspective, are discussed. Two cases are presented at the end of the chapter: Deutsche Bank's response to a growing migrant community in their home country Germany and KFC's struggle to serve the Muslim market in France. The second one highlights the challenges of serving specific religious segments, which the case of KFC in France is accompanied by heavy resistance among their core customers.

Idioma original	Anglès
Títol de la publicació	Diversity in European marketing: Text and cases
Pàgines	15-55
Estat de la publicació	Publicada - 1 d’abr. 2012

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title = "Migration and minorities in Europe",

abstract = "This chapter begins by presenting key migration trend statistics. First global statistics are presented and the focus narrows in on Europe. Next, the impacts migrants have on business, from a marketing perspective, are discussed. Two cases are presented at the end of the chapter: Deutsche Bank's response to a growing migrant community in their home country Germany and KFC's struggle to serve the Muslim market in France. The second one highlights the challenges of serving specific religious segments, which the case of KFC in France is accompanied by heavy resistance among their core customers.",

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AU - Gruber, Verena

AU - Hawkins, Matthew Allen

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Migration and minorities in Europe

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