Ethnic Marketing: Culturally Sensitive Theory and Practice

ISBN-13: 9781138832206 / Angielski / Miękka / 2016 / 364 str.

Guilherme Pires

Opis

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.

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

O autorze

Guilherme D. Pires is Associate Professor and Head of the Marketing Discipline and the DBA Program Convenor at the Newcastle Business School, University of Newcastle, Australia. John Stanton is Associate Professor and Director of Academic Programmes in Economics and Finance at the School of Business, University of Western Sydney, Australia.