Guilherme Pires, John Stanton

Ethnic Marketing

Theory, Practice and Entrepreneurship

• Gebundenes Buch

Produktbeschreibung

Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 374
• Erscheinungstermin: 13. Dezember 2018
• Englisch
• Abmessung: 229mm x 152mm x 22mm
• Gewicht: 667g
• ISBN-13: 9781138210608
• ISBN-10: 1138210609
• Artikelnr.: 54995628

Autorenporträt

Guilherme D. Pires, PhD, is an Associate Professor at the Newcastle Business School, Faculty of Business & Law at University of Newcastle, Australia. He is a Trustee for the Business & Economics Society International and serves on the editorial board of various scholarly journals. John Stanton, PhD, is an Adjunct Associate Professor (Marketing) in the School of Business, Western Sydney University, Australia.

Inhaltsangabe

CHAPTER 1: ISSUES IN ETHNIC MARKETING THEORY, PRACTICE AND ENTREPRENEURSHIP
Conceptual ambiguity
What is ethnic marketing? Definitional differences
Ethnic marketing issues
Other issues identified by researchers
Causes of a gap and approaches to reconciliation
* Recognising the gap
On the need for pragmatism or theory-in-use
Pragmatism in ethnic marketing theory
Summary
* The path ahead
References
CHAPTER 2: ETHNICITY, ETHNIC GROUPS AND ETHNIC IDENTITY
The meaning and relevance of ethnicity
Basis for defining ethnicity
We are all ethnic - or are we?
Meaning and centrality of ethnic groups
* Ethnic groups as social networks
* Ethnic group heterogeneity
The interlinking of ethnic identity with the ethnic group
Development of ethnic identity
Ethnic identity, consumer behaviour and the ethnic group
Summary
References
CHAPTER 3: ACCULTURATION, THE ETHNIC GROUP AND ETHNIC CONSUMER BEHAVIOUR
What is Acculturation?
* Acculturation Phases
* Indicators of Acculturation
* Acculturation Forces
Choice of Acculturation Path
* Individual Acculturation
Inter-generational differences
Acculturation and ethnic identity
Acculturation and consumer behaviour
Acculturation and Ethnic Group dynamics
* The Acculturation Process in a Culturally Diverse Country
Summary
References
CHAPTER 4: RATIONALE FOR ETHNIC MARKETING FOCUS ON AGGREGATES OF MINORITY
ETHNIC GROUPS
General requirements for effective market segmentation
Pan-ethnicity
* What is panethnicity?
* Marketing reasons for aggregating ethnic groups
Homophily and ethnic group formation
Homophily and the choice of suppliers to the ethnic community
An EMIC approach to creating panethnic segments
* When ethnic groups can be aggregated
A Framework for Assessing Panethnic Segments
* The framework
Summary
References
CHAPTER 5: PERSPECTIVES ON ETHNIC LOYALTY
Interactions between ethnic consumers, groups and businesses
* Dealing with intra-group heterogeneity
Loyalty drivers
* Developing loyalty
Cultural affinity / shared ethnicity and switching costs
Switch motivations
Summary
References
CHAPTER 6: articulatinG ethnic marketing with ethnic entrepreneurship
From immigrant to ethnic minority consumer
From ethnic minority consumer to ethnic entrepreneur
Socialisation and entrepreneurship
Recognition of ethnic minority business by ethnic communities
From ethnic marketing to marketing by ethnic minority businesses
References
CHAPTER 7: UNDERSTANDinG ethnic entrepreneurship
Conceptualising ethnic entrepreneurship
Drivers and impediments in the creation of ethnic minority business
* The ethnic enclave theory
* The middleman minority model
* The disadvantage theory
* The cultural theory
Ethnic minority business' creation and consolidation
Business opportunity structures
Group characteristics
Ethnic strategies and the typical ethnic minority businesses
Ethnic groups as natural incubators for ethnic businesses
References
CHAPTER 8: ethnic minority business growth, demise and failure
Interactive model
Social embeddedness theory
One model doesn't fit all
Mixed embeddedness theory
Mixed embeddedness: the norm and a potential barrier to growth
Considering growth capabilities and the role of the co-ethnic minority
group
Ethnic minority business and the acculturation process
Growth and demise
Summary
References
CHAPTER 9: ethnic NETWORKS AND THE ADOPTION OF RELATIONAL STRATEGIES
Preferred suppliers, ethnic networks and minority ethnic markets
Ethnic networks as relational drivers
Networks imply relational imperatives
Decision to adopt a relational marketing approach
Relationship between consumers and preferred suppliers
* Loyalty to preferred suppliers
* Switching preferred suppliers
Relationships, networks and competitive advantage
Implications for consumer groups not bound by ethnicity
Conclusion
References
CHAPTER 10: ETHNIC ENTREPRENEURSHIP AND THE MARKETING MIX
Theory, practice, strategy and the segmentation dilemma
A view of the gap between theory and practice
Business opportunities and ethnic minority business
Objectives, strategies, and tactics
Ethnic minority business' objectives, strategies and tactics
Outgrowth threshold
Ethnic minority business customer portfolio
Why adopting an ethnic sensitive relational marketing strategy?
Relational embedding of ethnic sensitive tactical activities
Summary
References
Vignette: An alternative view of ethnic minority business
CHAPTER 11 : product, price, place, physical evidence and process
The product element: Considering tangibility and perceived risk.
Approach to the discussion of the tactical ethnic marketing mix.
* Product.
* Price.
* Place.
* Physical evidence.
Conspicuous commitment for the long-term.
* Process.
References
CHAPTER 12: PROMOTION AND PERSONALISATION
The promotional element
Serving anyone that comes through the door
Marketing communications and minority co-ethnic groups
The challenges of a dynamic environment
Understanding communication as information processing activity
The value proposition
Typical tactical activities
* Language
* Media
* Message
Effective ethnic communication - more than just language
Intra-ethnic group segmentation: communicating in 'portinhol'
Communicating to reduce perceived risk
* Word-of-mouth
* Grassroots / Viral marketing
Relational communications for ethnic loyalty
* Co-ethnic business to business cooperation
The personalisation element
Simultaneity / inseparability as vehicle for responsiveness and
personalization
Conclusion
References
CHAPTER 13: PEOPLE, ETHICS AND SOCIAL RESPONSIBILITY
Ethnocentrism within national boundaries
Dealing with cultural distance
* Cultural distance is not all about language
* Language preference matters
Typical tactical activities deployed by ethnic minority businesses
The choice of people to employ
* Employing family members
* Employing co-ethnic staff (other than family members)
* Employing staff that share their ethnicity with the target market
* Using ethnic networks for recruiting consumers and suppliers
Ethnic sensitivity skills training
* Management training and skills acquisition
People tactics for competitive advantage
Ethnic minority business: Ethics and social responsibility
* Statement of Ethics, AMA
Disadvantage, vulnerability and poor business practices
Exposure to ICT based structural change
Flexibility and evolutionary dynamism
Summary
References
CHAPTER 14: ENVIRONMENTAL FORCES, ethnic MARKETING AND ETHNIC
ENTREPRENEURSHIP
The Political Environment
Ethnicity, migration and the future of ethnic marketing
Implications from differences in immigration policies and acculturation
Longstanding countries of immigration
Australian Migration Policy Sketch
* Current Policy towards Permanent Immigration
* Australian Multicultural Policy
Canada, New Zealand and the USA
* USA
Past Major Emigration Countries
Germa
* German policies facilitating/hindering multiculturalism
* France
* United Kingdom
The potential for ethnic marketing in other environments
* South Africa
Conclusion
References