Ethnic Marketing : Theory, Practice and Entrepreneurship

Ethnic Marketing Theory, Practice and Entrepreneurship

Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant soc...

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Bibliographic Details
Other Authors: Pires, Guilherme D., author (author), Stanton, John, author
Format: eBook
Language:Inglés
Published: Boca Raton, FL : Routledge [2018].
Edition:1st edition
Series:Routledge studies in marketing ; 5.
Subjects:
Minority consumers.
Market segmentation.
Marketing > Cross-cultural studies.
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630648206719
Table of Contents:
  • Issues in ethnic marketing theory, practice and entrepreneurship
  • Ethnicity, ethnic groups and ethnic identity
  • Acculturation, the ethnic group and ethnic consumer behaviour
  • Rationale for ethnic marketing focus on aggregates of minority ethnic groups
  • Perspectives on ethnic loyalty
  • Articulating ethnic marketing with ethnic entrepreneurship
  • Understanding ethnic entrepreneurship
  • Ethnic minority business growth, demise and failure
  • Ethnic networks and the adoption of relational strategies
  • Ethnic entrepreneurship and the marketing mix
  • : product, price, place, physical evidence and process
  • Promotion and personalisation
  • People, ethics and social responsibility
  • Environmental forces, ethnic marketing and ethnic entrepreneurship
  • References
  • Index.

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