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.
|Títol de la publicació
|Diversity in European marketing: Text and cases
|Estat de la publicació
|Publicada - 1 d’abr. 2012