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The Routledge Companion to Ethnic Marketing

Edited by: Ahmad Jamal , Lisa Peñaloza , Michel Laroche

Print publication date:  June  2015
Online publication date:  June  2015

Print ISBN: 9780415643634
eBook ISBN: 9780203080092
Adobe ISBN: 9781136164224

10.4324/9780203080092
 Cite  Marc Record

Book description

The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace.

To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues.

The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners. 

Table of contents

Prelims Download PDF
Chapter  1:  Introduction to ethnic marketing Download PDF
Chapter  2:  Models of culture change Download PDF
Chapter  3:  Ethnic youth Download PDF
Chapter  4:  Ethnic minority consumers’ responses to the web Download PDF
Chapter  5:  Emplaced ethnicity Download PDF
Chapter  6:  Ethnic marketing, ethnic entrepreneurship and social innovation Download PDF
Chapter  7:  The landscape of ethnic marketing in the UK Download PDF
Chapter  8:  An ethnoconsumerist approach to Hispanic small business’ adoption of internet technology Download PDF
Chapter  9:  Rethinking religion and ethnicity at the nexus of globalization and consumer culture Download PDF
Chapter  10:  Wanting things and needing affiliation Download PDF
Chapter  11:  Demographics and ethnic minority lifestyles Download PDF
Chapter  12:  Ethnic consumer decision making Download PDF
Chapter  13:  Marketing financial services to the ethnic minority customers Download PDF
Chapter  14:  Market segmentation by ethnicity Download PDF
Chapter  15:  Ethnicity marketed to and consumed by the transcultural consumer Download PDF
Chapter  16:  Multicultural advertising and ethnic minority consumers Download PDF
Chapter  17:  Rethinking the Hispanic market Download PDF
Chapter  18:  Print advertising and Asian Indian consumers Download PDF
Chapter  19:  Revisiting ethnic marketing ethics Download PDF
Chapter  20:  Ethnic marketing Download PDF
Index Download PDF
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