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Ethnic Marketing New edition [Minkštas viršelis]

(University of Newcastle in Australia), (University of Newcastle in Australia)
  • Formatas: Paperback / softback, 274 pages, aukštis x plotis x storis: 231x154x20 mm, weight: 454 g, illustrations
  • Išleidimo metai: 02-Dec-2004
  • Leidėjas: Cengage Learning EMEA
  • ISBN-10: 1861529961
  • ISBN-13: 9781861529961
Kitos knygos pagal šią temą:
Ethnic Marketing New editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 274 pages, aukštis x plotis x storis: 231x154x20 mm, weight: 454 g, illustrations
  • Išleidimo metai: 02-Dec-2004
  • Leidėjas: Cengage Learning EMEA
  • ISBN-10: 1861529961
  • ISBN-13: 9781861529961
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781861529961.html
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.

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. 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.
List of tables
x
List of figures
xii
List of exhibits
xiii
Preface xiv
Introduction to ethnic marketing
1(17)
Chapter objectives
1(1)
Introduction to the concept of ethnicity
2(1)
The development of ethnic marketing
3(4)
The resilience of ethnic minority groups
7(5)
Marketing opportunities
12(1)
The path ahead
13(2)
References
15(3)
From target marketing to ethnic marketing
18(19)
Chapter objectives
18(1)
The business case for mass marketing
19(1)
The business case for target marketing
20(1)
Market segmentation process
20(2)
Benefits, criticisms and limitations
22(2)
Market segmentation strategy
24(4)
Effective target market selection
28(3)
Linking market segmentation to ethnic marketing
31(2)
The business case for ethnic marketing
33(1)
Notes
34(1)
References
35(2)
Ethnic consumers and ethnic groups
37(29)
Chapter objectives
37(1)
Introduction
38(1)
Basic requirements for identifying ethnic marketing segments
38(7)
A three-dimensional construct of ethnicity
45(2)
Ethnicity and the acculturation process (a two-country environment)
47(2)
Allowing for cultural diversity (a multi-country world)
49(3)
Acculturation and the expatriate adjustment process
52(2)
Relevance to minority ethnic groups
54(2)
Conclusion
56(1)
Notes
57(1)
References
57(9)
Australian standard classification of cultural and ethnic groups
61(5)
Ethnic market segmentation and aggregates of ethnic groups
66(25)
Chapter objectives
66(1)
Introduction
67(1)
Ethnic groups as references for ethnic consumers
67(2)
Reasons for aggregating minority ethnic groups
69(8)
A framework for assessing aggregates of ethnic groups
77(3)
Using single ethnic identification indicators for aggregating ethnic groups
80(1)
Chapter summary
81(1)
Notes
82(1)
References
82(9)
Stake your claim in the multicultural market
85(3)
Pepsi puts interests before ethnicity; aided by range of shops, marketer proves that passion comes first
88(3)
Assessing ethnic group substance for marketing purposes
91(15)
Chapter objectives
91(1)
Introduction
92(1)
Perceived net value influences substantiality
93(2)
What to consider in profiling minority ethnic groups
95(6)
Ethnicity-based segmentation opportunities need to be assessed
101(3)
Chapter summary
104(1)
Notes
104(1)
References
105(1)
Understanding the decision processes of ethnic consumers
106(19)
Chapter objectives
106(1)
Why do ethnic minority consumers need to be treated differently?
107(1)
The process of supplier selection
108(4)
How `average' consumers select suppliers
112(2)
How ethnic minority consumers select suppliers
114(5)
Summary
119(1)
References
120(5)
Gambling and time in multicultural
South Africa
122(3)
Competitive advantage and consumer loyalty in ethnic markets
125(16)
Chapter objectives
125(1)
Sources for a sustainable competitive advantage
126(2)
Concepts of loyalty
128(4)
Building loyalty
132(4)
Why ethnic consumers may switch
136(1)
Summary
137(1)
References
137(4)
You need more than a road map
140(1)
Identifying and reaching an ethnic market: methodological issues
141(23)
Chapter objectives
141(1)
Why it is difficult to profile minority ethnic groups
142(1)
Using conventional research methods to identify ethnic groups
143(2)
Project research design
145(3)
Reducing respondents' reluctance
148(2)
Population definition
150(1)
Sampling process
151(3)
Limitations
154(1)
Notes
155(1)
References
156(8)
The Portuguese community in Sydney, Australia
158(3)
Non-profit objectives: Newham Council, England
161(1)
Korean rotating credit associations in Los Angeles
162(2)
Ethnic marketing in practice - marketing services
164(21)
Chapter objectives
164(1)
Dimensions of services
165(2)
Service characteristics and consumer inexperience
167(5)
Reliance on word-of-mouth from similar others
172(1)
The impact of experience (market knowledge)
173(5)
Implications
178(3)
Notes
181(1)
References
181(4)
Verizon targets minority customer base
183(2)
Ethnic marketing in practice - HRM issues
185(18)
Chapter objectives
185(1)
The cultural challenge
186(1)
Managing differences abroad
186(3)
Managing differences domestically
189(5)
The challenge of domestic diversity
194(2)
Developing cultural competencies
196(3)
References
199(4)
Avon targets black sales reps
201(2)
Ethnic marketing in practice - communications issues
203(21)
Chapter objectives
203(1)
Introduction
204(1)
Communication dimensions
205(2)
Marketing communications and ethnic groups
207(2)
Communications to reach an ethnic group
209(3)
Communication strategies to hold an ethnic group
212(2)
Summary
214(1)
References
215(9)
Surveys point to group differences
217(2)
A multiplicity of ethnicity
219(2)
Media unsure whether to target segment in subsets or as part of the mainstream
221(3)
Ethnic marketing in practice - ethics and social responsibility
224(22)
Chapter objectives
224(1)
What is good?
225(1)
Ethics and marketing
226(2)
Ethnic marketing ethics
228(5)
Ethics issues in ethnic marketing
233(5)
Counteracting unethical behaviour
238(2)
Methodological issues
240(1)
Chapter summary
241(1)
Notes
242(1)
References
243(3)
Ethnic marketing - challenges and opportunities
246(21)
Chapter objectives
246(1)
Fundamental issues and ethnic marketing
247(1)
How do customers and consumers really behave?
247(2)
How do markets function and evolve?
249(1)
How do firms relate to their markets?
250(1)
What are the contributions of marketing to organizational performance and societal welfare?
250(2)
Future trends and ethnic marketing
252(4)
The political environment
256(1)
Notes
257(1)
References
258(9)
The impact of culture on website content, design, and structure
259(3)
Religion, ethnicity and acculturation. Generation M
262(5)
Index 267