Ethnic Marketing Culturally sensitive theory and practice
Auteur : Pires Guilherme
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.
1.From cultural diversity to ethnic marketing practice 2.Ethnic marketing and market segmentation 3.Ethnicity, ethnic identity and the acculturation process 4.Ethnic groups and aggregates of ethnic groups 5.Assessing ethnic group substance and acculturation issues 6.Ethnic marketing in practice: segmentation issues 7.Ethnic marketing in practice: methodological issues 8.Understanding ethnic consumers’ decision processes 9.Intangibility, service logic and ethnic minority consumers 10.Relational perspectives in ethnic marketing practice 11.Ethnic marketing in practice - HRM Issues 12.Ethnic marketing in practice - communications issues 13.Ethics and Social Responsibility in ethnic marketing 14.Challenges and opportunities for ethnic marketing
Date de parution : 12-2016
15.6x23.4 cm
Date de parution : 12-2014
15.6x23.4 cm
Thèmes d’Ethnic Marketing :
Mots-clés :
minority; consumers; group; strategies; consumer; socialization; mainstream; segmentation; effective; host; Ethnic Minority Consumers; Minority Ethnic Groups; Rst Century; ICT Convergence; Ethnic Consumers; Consumer Socialization; Ethnic Marketing; Intangible Service Products; Common Language; Preferred Suppliers; Minority Ethnic; Ethnic Marketing Strategies; Effective Market Segmentation; Portuguese Community; Environmental Dynamism; Acculturation Paths; Switching Costs; Service Dominant Logic; Marketing Communication Strategy; High Context People; Dominant Host Culture; ICT Device; Home Country Language; LCD Television; Marketing Communications