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:
| 1. Verfasser: | |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2015
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| Schlagworte: | |
| Online-Zugang: | BFE01 ProQuest Ebook Central |
| 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: | 1 Online-Ressource (xvi, 364 Seiten) |
| ISBN: | 9781135046392 1135046395 9780203362075 0203362071 |
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| 505 | 8 | |a From cultural diversity to ethnic marketing practice -- Ethnic marketing and market segmentation -- Ethnicity, ethnic identity and the acculturation process -- Ethnic groups and aggregates of ethnic groups -- Assessing ethnic group substance and acculturation issues -- Segmentation issues in ethnic marketing practice -- Ethnic marketing research in practice -- Understanding ethnic consumers' decision processes -- Intangibility, service logic and ethnic minority consumers -- Relational perspectives in ethnic marketing practice -- Ethnic marketing in practice -- HRM issues -- Ethnic marketing in practice -- communications issues -- Ethics and Social Responsibility in ethnic marketing -- Challenges and opportunities for ethnic marketing | |
| 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"-- | |
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| contents | From cultural diversity to ethnic marketing practice -- Ethnic marketing and market segmentation -- Ethnicity, ethnic identity and the acculturation process -- Ethnic groups and aggregates of ethnic groups -- Assessing ethnic group substance and acculturation issues -- Segmentation issues in ethnic marketing practice -- Ethnic marketing research in practice -- Understanding ethnic consumers' decision processes -- Intangibility, service logic and ethnic minority consumers -- Relational perspectives in ethnic marketing practice -- Ethnic marketing in practice -- HRM issues -- Ethnic marketing in practice -- communications issues -- Ethics and Social Responsibility in ethnic marketing -- Challenges and opportunities for ethnic marketing |
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| id | DE-604.BV046942617 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:38:36Z |
| indexdate | 2024-07-10T08:58:08Z |
| institution | BVB |
| isbn | 9781135046392 1135046395 9780203362075 0203362071 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032351298 |
| oclc_num | 1220891197 |
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| physical | 1 Online-Ressource (xvi, 364 Seiten) |
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| publishDate | 2015 |
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| spelling | Pires, Guilherme D. Verfasser aut Ethnic marketing culturally sensitive theory and practice Guilherme Pires and John Stanton London Routledge 2015 1 Online-Ressource (xvi, 364 Seiten) txt rdacontent c rdamedia cr rdacarrier From cultural diversity to ethnic marketing practice -- Ethnic marketing and market segmentation -- Ethnicity, ethnic identity and the acculturation process -- Ethnic groups and aggregates of ethnic groups -- Assessing ethnic group substance and acculturation issues -- Segmentation issues in ethnic marketing practice -- Ethnic marketing research in practice -- Understanding ethnic consumers' decision processes -- Intangibility, service logic and ethnic minority consumers -- Relational perspectives in ethnic marketing practice -- Ethnic marketing in practice -- HRM issues -- Ethnic marketing in practice -- communications issues -- Ethics and Social Responsibility in ethnic marketing -- Challenges and opportunities for ethnic marketing "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"-- Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Ethnische Gruppe (DE-588)4153095-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Zielgruppe (DE-588)4117714-9 gnd rswk-swf Marktsegmentierung (DE-588)4037644-8 gnd rswk-swf Nationale Minderheit (DE-588)4039409-8 gnd rswk-swf Minority consumers Market segmentation Marketing / Cross-cultural studies Marketing Electronic books Cross-cultural studies Marketing (DE-588)4037589-4 s Ethnische Gruppe (DE-588)4153095-0 s DE-604 Zielgruppe (DE-588)4117714-9 s Interkulturelle Kompetenz (DE-588)4200053-1 s Marktsegmentierung (DE-588)4037644-8 s Nationale Minderheit (DE-588)4039409-8 s Stanton, John L. Sonstige oth Print version Pires, Guilherme D. Ethnic marketing London : Routledge, 2015 9780415836005 041583600X https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=1883784 ProQuest Ebook Central |
| spellingShingle | Pires, Guilherme D. Ethnic marketing culturally sensitive theory and practice From cultural diversity to ethnic marketing practice -- Ethnic marketing and market segmentation -- Ethnicity, ethnic identity and the acculturation process -- Ethnic groups and aggregates of ethnic groups -- Assessing ethnic group substance and acculturation issues -- Segmentation issues in ethnic marketing practice -- Ethnic marketing research in practice -- Understanding ethnic consumers' decision processes -- Intangibility, service logic and ethnic minority consumers -- Relational perspectives in ethnic marketing practice -- Ethnic marketing in practice -- HRM issues -- Ethnic marketing in practice -- communications issues -- Ethics and Social Responsibility in ethnic marketing -- Challenges and opportunities for ethnic marketing Interkulturelle Kompetenz (DE-588)4200053-1 gnd Ethnische Gruppe (DE-588)4153095-0 gnd Marketing (DE-588)4037589-4 gnd Zielgruppe (DE-588)4117714-9 gnd Marktsegmentierung (DE-588)4037644-8 gnd Nationale Minderheit (DE-588)4039409-8 gnd |
| subject_GND | (DE-588)4200053-1 (DE-588)4153095-0 (DE-588)4037589-4 (DE-588)4117714-9 (DE-588)4037644-8 (DE-588)4039409-8 |
| 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_exact_search_txtP | 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 | Interkulturelle Kompetenz (DE-588)4200053-1 gnd Ethnische Gruppe (DE-588)4153095-0 gnd Marketing (DE-588)4037589-4 gnd Zielgruppe (DE-588)4117714-9 gnd Marktsegmentierung (DE-588)4037644-8 gnd Nationale Minderheit (DE-588)4039409-8 gnd |
| topic_facet | Interkulturelle Kompetenz Ethnische Gruppe Marketing Zielgruppe Marktsegmentierung Nationale Minderheit |
| url | https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=1883784 |
| work_keys_str_mv | AT piresguilhermed ethnicmarketingculturallysensitivetheoryandpractice AT stantonjohnl ethnicmarketingculturallysensitivetheoryandpractice |