Ethnic Marketing

Accepting the Challenge of Cultural Diversity

Guilherme Dias Pires, John Stanton

274 pages, parution le 11/02/2005

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Résumé

Ethnic Marketing is a practical guide to marketing to ethnic communities in various countries and cultures. There is growing evidence that the cultural and ethnic diversity of many advanced and newly industrialising economies is increasing, and that ethnic minorities, are seeking to maintain their identity. A systematic exposition of how to develop an effective marketing strategy targeting ethnic groups within a country has been lacking until now. Ethnic Marketing recognises the importance that individual ethnic groups and their institutions can have for marketing, hence the focus is on the ethnic group and the challenges and opportunities that ethnic groups represent.

Benefits
Systematic exposition of how to target ethnic minority markets

L'auteur - Guilherme Dias Pires

Guilherme Dias Pires , University of Newcastle in Australia

L'auteur - John Stanton

John Stanton , University of Newcastle in Australia

Sommaire

Introduction
From Ethnic Markets to Target Marketing
Ethnic Consumers and Ethnic Groups
Ethnic Market Segmentation and Aggregates of Ethnic Groups
Ethnic Consumer Behaviour
Competitive Advantage and Consumer Loyalty in Ethnic Markets
Ethnic Marketing in Practice - Methodological Issues
Ethnic Marketing in Practice ? Marketing Services
Ethnic Marketing in Practice - HRM Issues
Ethnic Marketing in Practice - Communications Issues
Ethnic Marketing Ethics
Ethnic Marketing ? Challenges and Opportunities

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	Guilherme Dias Pires, John Stanton
Parution	11/02/2005
Nb. de pages	274
Format	15,5 x 23,5
Couverture	Broché
Poids	440g
Intérieur	Noir et Blanc
EAN13	9781861529961
ISBN13	978-1-86152-996-1