The Routledge Companion to Ethnic Marketing

ISBN-13: 9780367867423 / Angielski / Miękka / 2019 / 362 str.

Ahmad Jamal; Lisa Penaloza; Michel Laroche

Opis

The Routledge Companion to Ethnic Marketing brings together the latest cutting-edge research from ethnic marketing's thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including ethnic consumer shopping behaviour, religiosity, parenting, differing attitudes to m

Spis treści

Part I: Why Ethnic Marketing?  1.Introduction to Ethnic Marketing (Ahmad Jamal, Lisa Peñaloza and Michel Laroche)  Part II: Processes of Ethnic Cultural Change, Socialization and Technology  2.Models of Culture Change (Michel Laroche and Ahmad Jamal)  3.Ethnic Youth: Parental style and consumer socialization (Zhiyong Yang)  4.Ethnic Minority Consumers’ Responses to the Web (Boris Bartikowski)  Part III: Identity, Space and Ethnic Entrepreneurship  5.Emplaced Ethnicity: The role of space(s) in ethnic marketing (Luca M. Visconti)  6.Ethnic Marketing, Ethnic Entrepreneurship and Social Innovation (Abid Mehmood, Ahmad Jamal and Ven Sriram)  7.The Landscape of Ethnic Marketing in the UK (Sanya Ojo, Sonny Nwankwo and Ayantunji Gbadamosi)  8.An Ethnoconsumerist Approach to Hispanic Small Business’ Adoption of Internet Technology (Cecilia Ruvalcaba and Alladi Venkatesh)  Part IV: Globalization, Religion and Materialism  9.Rethinking Religion and Ethnicity at the Nexus of Globalization and Consumer Culture (Elif Izberk-Bilgin)  10.Wanting Things and Needing Affiliation: Ethnic consumers and materialism (Mark Cleveland)  Part V: Market Segmentation and Targeting  11.Demographics and Ethnic Minority Lifestyles (Miguel A. Zúñiga and Ivonne M. Torres)  12.Ethnic Consumer Decision Making (Yasmin K. Sekhon)  13.Marketing Financial Services to the Ethnic Minority Customers (Intekhab (Ian) Alam)  14.Market Segmentation by Ethnicity: Is it really feasible? (Andrew Lindridge)  15.Ethnicity Marketed to and Consumed by the Transcultural Consumer (Esi Abbam Elliot, Joseph Cherian and Hernan Casakin)  Part VI: Advertising  16.Multicultural Advertising and Ethnic Minority Consumers (Jinnie Jinyoung Yoo and Wei-Na

O autorze

Ahmad Jamal is Senior Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University, UK.

Lisa Peñaloza is Professor of Marketing at KEDGE Business School, France.

Michel Laroche is the Royal Bank Distinguished Professor of Marketing at the John Molson School of Business, Concordia University, Canada.