Ethnic marketing: culturally sensitive theory and practice
"The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to dominant western culture, ethnic minorities are preserving their identities, both as a diasporic communities and within their adopted countries. There is a growing awareness that this uniquen...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Schlagworte: | |
| Zusammenfassung: | "The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to dominant western culture, ethnic minorities are preserving their identities, both as a diasporic communities and within their adopted countries. There is a growing awareness that this uniqueness calls for quite different communication, product and service preferences and that it's crucial for marketers to understand their needs. 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. Building on the research published in Pires' and Stanton's 2005 book, this is a fully referenced review of the most vital and recent literature. Throughout, the authors link research to practice via interviews with experts in ethnic marketing, both scholars and practitioners, as well as a selected number of ethnic group gatekeepers. The result is an invaluable guide to best practice to 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"-- |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xvi, 364 Seiten |
| ISBN: | 9780415836005 041583600X |
Internformat
MARC
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| 100 | 1 | |a Pires, Guilherme D. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Ethnic marketing |b culturally sensitive theory and practice |c Guilherme Pires and John Stanton |
| 264 | 0 | |a London ; New York |b Routledge, Taylor & Francis Group |c 2015 | |
| 300 | |a xvi, 364 Seiten | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 520 | 3 | |a "The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to dominant western culture, ethnic minorities are preserving their identities, both as a diasporic communities and within their adopted countries. There is a growing awareness that this uniqueness calls for quite different communication, product and service preferences and that it's crucial for marketers to understand their needs. 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. Building on the research published in Pires' and Stanton's 2005 book, this is a fully referenced review of the most vital and recent literature. Throughout, the authors link research to practice via interviews with experts in ethnic marketing, both scholars and practitioners, as well as a selected number of ethnic group gatekeepers. The result is an invaluable guide to best practice to 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"-- | |
| 650 | 4 | |a Wirtschaft | |
| 653 | 0 | |a BUSINESS & ECONOMICS / General | |
| 653 | 0 | |a Minority consumers | |
| 653 | 0 | |a Market segmentation | |
| 653 | 0 | |a Marketing / Cross-cultural studies | |
| 700 | 1 | |a Stanton, P. John |e Verfasser |4 aut | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-0-203-36207-5 |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-029828633 | ||
Datensatz im Suchindex
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| author | Pires, Guilherme D. Stanton, P. John |
| author_facet | Pires, Guilherme D. Stanton, P. John |
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| author_variant | g d p gd gdp p j s pj pjs |
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| bvnumber | BV044427157 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.332.M56 |
| callnumber-search | HF5415.332.M56 |
| callnumber-sort | HF 45415.332 M56 |
| callnumber-subject | HF - Commerce |
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| ctrlnum | (OCoLC)931624308 (DE-599)BSZ416712738 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.80089 |
| dewey-search | 658.80089 |
| dewey-sort | 3658.80089 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV044427157 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:52:39Z |
| institution | BVB |
| isbn | 9780415836005 041583600X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029828633 |
| oclc_num | 931624308 |
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| physical | xvi, 364 Seiten |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| record_format | marc |
| spelling | Pires, Guilherme D. Verfasser aut Ethnic marketing culturally sensitive theory and practice Guilherme Pires and John Stanton London ; New York Routledge, Taylor & Francis Group 2015 xvi, 364 Seiten txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to dominant western culture, ethnic minorities are preserving their identities, both as a diasporic communities and within their adopted countries. There is a growing awareness that this uniqueness calls for quite different communication, product and service preferences and that it's crucial for marketers to understand their needs. 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. Building on the research published in Pires' and Stanton's 2005 book, this is a fully referenced review of the most vital and recent literature. Throughout, the authors link research to practice via interviews with experts in ethnic marketing, both scholars and practitioners, as well as a selected number of ethnic group gatekeepers. The result is an invaluable guide to best practice to 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"-- Wirtschaft BUSINESS & ECONOMICS / General Minority consumers Market segmentation Marketing / Cross-cultural studies Stanton, P. John Verfasser aut Erscheint auch als Online-Ausgabe 978-0-203-36207-5 |
| spellingShingle | Pires, Guilherme D. Stanton, P. John Ethnic marketing culturally sensitive theory and practice Wirtschaft |
| title | Ethnic marketing culturally sensitive theory and practice |
| title_auth | Ethnic marketing culturally sensitive theory and practice |
| title_exact_search | Ethnic marketing culturally sensitive theory and practice |
| title_full | Ethnic marketing culturally sensitive theory and practice Guilherme Pires and John Stanton |
| title_fullStr | Ethnic marketing culturally sensitive theory and practice Guilherme Pires and John Stanton |
| title_full_unstemmed | Ethnic marketing culturally sensitive theory and practice Guilherme Pires and John Stanton |
| title_short | Ethnic marketing |
| title_sort | ethnic marketing culturally sensitive theory and practice |
| title_sub | culturally sensitive theory and practice |
| topic | Wirtschaft |
| topic_facet | Wirtschaft |
| work_keys_str_mv | AT piresguilhermed ethnicmarketingculturallysensitivetheoryandpractice AT stantonpjohn ethnicmarketingculturallysensitivetheoryandpractice |