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Der Themenkomplex der diesem Band zugrunde liegenden Studie fragt nach Bedingungen von Bildungserfolg bei Migrantinnen und ihren Erfahrungen im Umgang mit den Generationsbeziehungen in Familie und Schule. Anhand biografischer Studien werden Möglichkeiten und Risiken von Bildungserfolg herausgearbeitet und das interdependente Zusammenspiel unterschiedlicher Sozialisationsinstanzen und Handlungszusammenhange mit Blick auf das Wirksamwerden sozialer Ungleichheit betrachtet.
List of contents
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
About the author
Guilherme D. Pires is Associate Professor and Head of the Marketing Discipline and the DBA Program Convenor at the Newcastle Business School, University of Newcastle, Australia. John Stanton is Associate Professor and Director of Academic Programmes in Economics and Finance at the School of Business, University of Western Sydney, Australia.
Summary
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.
