02957    a2200385   4500001001100000005001700011008003900028020001800067037003600085040000700121041000800128072001600136072001600152072001700168072001600185072001400201072001500215072001400230072001400244072001400258072001400272072001100286072001300297072002100310072002100331072002100352072002100373100002000394245006000414250000600474260003200480300001000512520202700522700002202549131545487420250317111608.0250312042018GB                   eng    a9781315454870  bTaylor & FranciscGBP 39.99fBB  a01  aeng7 aKJSM2thema7 aKJSA2thema7 aJBCC12thema7 aJBSL2thema7 aNH2thema7 aJHB2thema7 aKJSM2bic7 aKJSA2bic7 aJFCA2bic7 aJFSL2bic7 aH2bic7 aJHB2bic7 aBUS0000002bisac7 aBUS0430002bisac7 aBUS0430602bisac7 aBUS0970002bisac1 aGuilherme Pires10aEthnic MarketingbTheory, Practice and Entrepreneurship  a1  aOxfordbRoutledgec20181217  a374 p  bTogether with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.1 aJohn Stanton4A01