Guilherme Pires, John Stanton

Ethnic Marketing

Culturally sensitive theory and practice

• Gebundenes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 364
• Erscheinungstermin: 27. Januar 2015
• Englisch
• Abmessung: 231mm x 157mm x 25mm
• Gewicht: 658g
• ISBN-13: 9780415836005
• ISBN-10: 041583600X
• Artikelnr.: 41249692

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