| Description |
xi, 274 pages : illustrations ; 24 cm |
| Contents |
Ch. 1. Introduction to ethnic marketing -- Ch. 2. From target marketing to ethnic marketing -- Ch. 3. Ethnic consumers and ethnic groups -- Case 1 : Australian standard classification of cultural and ethnic groups -- Ch. 4. Ethnic market segmentation and aggregates of ethnic groups -- Case 2 : stake your claim in the multicultural market -- Case 3 : Pepsi puts interests before ethnicity; aided by range of shops, marketer proves that passion comes first -- Ch. 5. Assessing ethnic group substance for marketing purposes -- Ch. 6. Understanding the decision processes of ethnic consumers -- Research note 1 : gambling and time in multicultural South Africa -- Ch. 7. Competitive advantage and consumer loyalty in ethnic markets -- Case 4 : you need more than a road map -- Ch. 8. Identifying and reaching an ethnic market : methodological issues -- Case 5 : the Portuguese community in Sydney, Australia -- Case 6 : non-profit objectives : Newham Council, England -- Case 7 : Korean rotating credit associations in Los Angeles -- Ch. 9. Ethnic marketing in practice - marketing services -- Case 8 : Verizon targets minority customer base -- Ch. 10. Ethnic marketing in practice - HRM issues -- Case 9 : Avon targets black sales reps -- Ch. 11. Ethnic marketing in practice - communications issues -- Case 10 : surveys point to group differences -- Case 11 : a multiplicity of ethnicity -- Case 12 : media unsure whether to target segment in subsets or as part of the mainstream -- Ch. 12. Ethnic marketing in practice - ethics and social responsibility -- Ch. 13. Ethnic marketing - challenges and opportunities -- Research note 2 : the impact of culture on Website content, design, and structure -- Case 13 : religion, ethnicity and acculturation : generation M |
| Summary |
"An explanation 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 an ideal text for advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as marketing practitioners and businesses seeking ways to reach new customers."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Minority consumers.
|
|
Target marketing.
|
| Author |
Stanton, John, Dr.
|
| LC no. |
00002686 |
| ISBN |
1861529961 |
|
