Guilherme Pires, John Stanton

Ethnic Marketing (eBook, PDF)

Theory, Practice and Entrepreneurship

• Format: PDF

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: 9781315454887
• Artikelnr.: 54816991

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
ENTREPRENEURSHIPConceptual ambiguityWhat is ethnic marketing? Definitional
differencesEthnic marketing issuesOther issues identified by
researchersCauses of a gap and approaches to reconciliationRecognising the
gapOn the need for pragmatism or theory-in-usePragmatism in ethnic
marketing theorySummary The path aheadReferencesCHAPTER 2: ETHNICITY,
ETHNIC GROUPS AND ETHNIC IDENTITYThe meaning and relevance of
ethnicityBasis for defining ethnicity We are all ethnic - or are we?Meaning
and centrality of ethnic groupsEthnic groups as social networksEthnic group
heterogeneityThe interlinking of ethnic identity with the ethnic group
Development of ethnic identityEthnic identity, consumer behaviour and the
ethnic groupSummaryReferencesCHAPTER 3: ACCULTURATION, THE ETHNIC GROUP AND
ETHNIC CONSUMER BEHAVIOUR What is Acculturation?Acculturation
PhasesIndicators of AcculturationAcculturation ForcesChoice of
Acculturation PathIndividual AcculturationInter-generational differences
Acculturation and ethnic identityAcculturation and consumer
behaviourAcculturation and Ethnic Group dynamicsThe Acculturation Process
in a Culturally Diverse CountrySummaryReferencesCHAPTER 4: RATIONALE FOR
ETHNIC MARKETING FOC