Guilherme Pires, John Stanton

Ethnic Marketing (eBook, ePUB)

Culturally sensitive theory and practice

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 382
• Erscheinungstermin: 5. Dezember 2014
• Englisch
• ISBN-13: 9781135046385
• Artikelnr.: 42008940

Autorenporträt

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.

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