Ethnic Marketing - Theory, Practice and Entrepreneurship

Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives.

List of contents

CHAPTER 1: ISSUES IN ETHNIC MARKETING THEORY, PRACTICE AND ENTREPRENEURSHIPConceptual ambiguityWhat is ethnic marketing? Definitional differencesEthnic marketing issuesOther issues identified by researchersCauses of a gap and approaches to reconciliationRecognising the gapOn the need for pragmatism or theory-in-usePragmatism in ethnic marketing theorySummary The path aheadReferencesCHAPTER 2: ETHNICITY, ETHNIC GROUPS AND ETHNIC IDENTITYThe meaning and relevance of ethnicityBasis for defining ethnicity We are all ethnic - or are we?Meaning and centrality of ethnic groupsEthnic groups as social networksEthnic group heterogeneityThe interlinking of ethnic identity with the ethnic group Development of ethnic identityEthnic identity, consumer behaviour and the ethnic groupSummaryReferencesCHAPTER 3: ACCULTURATION, THE ETHNIC GROUP AND ETHNIC CONSUMER BEHAVIOUR What is Acculturation?Acculturation PhasesIndicators of AcculturationAcculturation ForcesChoice of Acculturation PathIndividual AcculturationInter-generational differences Acculturation and ethnic identityAcculturation and consumer behaviourAcculturation and Ethnic Group dynamicsThe Acculturation Process in a Culturally Diverse CountrySummaryReferencesCHAPTER 4: RATIONALE FOR ETHNIC MARKETING FOC

About the author

Guilherme D. Pires, PhD, is an Associate Professor at the Newcastle Business School, Faculty of Business & Law at University of Newcastle, Australia. He is a Trustee for the Business & Economics Society International and serves on the editorial board of various scholarly journals.
John Stanton, PhD, is an Adjunct Associate Professor (Marketing) in the School of Business, Western Sydney University, Australia.

Summary

Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives.

Product details

• Authors: John Stanton, John Stanton, Guilherme (University of Newca John Stanton Pires, Guilherme Pires, Guilherme (University of Newcastle Pires, Guilherme D. Pires, Guilherme D. (University of Newcastle Pires, Guilherme D. Stanton Pires, Guilherme Stanton Pires, Pires Guilherme, John Stanton, John (University of Western Sydney Stanton, John Pires Stanton
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 30.09.2018
• EAN: 9781138210608
• ISBN: 978-1-138-21060-8
• No. of pages: 374
• Series: Routledge Studies in Marketing; Routledge Studies in Marketing
• Subjects: Social sciences, law, business > Business > General, dictionaries; Business & Economics / General, BUSINESS & ECONOMICS / Workplace Culture, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, Business studies: general, Sales & marketing, Sales and marketing