Guilherme Pires, John Stanton

Ethnic Marketing (eBook, ePUB)

Theory, Practice and Entrepreneurship

• Format: ePub

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 374
• Erscheinungstermin: 17. Dezember 2018
• Englisch
• ISBN-13: 9781315454870
• Artikelnr.: 55006005

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

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