Ethnic Marketing: Culturally Sensitive Theory and Practice

ISBN-13: 9780415836005 / Angielski / Twarda / 2015 / 364 str.

Guilherme Pires; John Stanton

Opis

A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Spis treści

1.From cultural diversity to ethnic marketing practice  2.Ethnic marketing and market segmentation  3.Ethnicity, ethnic identity and the acculturation process  4.Ethnic groups and aggregates of ethnic groups  5.Assessing ethnic group substance and acculturation issues  6.Ethnic marketing in practice: segmentation issues  7.Ethnic marketing in practice: methodological issues  8.Understanding ethnic consumers’ decision processes  9.Intangibility, service logic and ethnic minority consumers  10.Relational perspectives in ethnic marketing practice  11.Ethnic marketing in practice - HRM Issues  12.Ethnic marketing in practice - communications issues  13.Ethics and Social Responsibility in ethnic marketing  14.Challenges and opportunities for ethnic marketing