Abstract
This paper provides an overview of the evolution of marketing in Nigeria It lays the foundation for a two culture comparison (Nigeria and the UK) with the aim of working out a framework for assessing the problems and prospects of marketing within the Nigerian multicultural context
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Nwankwo, S. (2015). Marketing in Diversity: An Ethnography of two Cultures. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_69
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DOI: https://doi.org/10.1007/978-3-319-17395-5_69
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
Online ISBN: 978-3-319-17395-5
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