The New Cultures of Food: Marketing Opportunities from Ethnic, Religious and Cultural Diversity

From an agribusiness food retailing perspective the changing landscape of racial, ethnic, and cultural mix provides new and exciting opportunities arising from diversity. Different groups demand different products and services; also, they have existing business networks and alternative ways of doing business. There are tremendous challenges and opportunities, which arise from marketing to, within, and crossing-over with groups of different ethnicity and culture. The overall objective of this book is to provide a comprehensive collection of cutting-edge research on opportunities from diversity, especially in terms of consequences for businesses and appropriate marketing strategy plans. The book will include a number of different issues that define, challenge, and open up new markets / products and services resulting from a diverse racial, ethnic, and cultural landscape.

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