Ethnic Marketing

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.

‘I am pleased to see a serious effort to provide students, academics, and practitioners with a treaty on how to address ethnicity in marketing and advertising. This is an historic breakthrough.’ - Felipe Korzenny, Ph.D., Director and Professor, Center for Hispanic Marketing Communication, Florida State University, USA and Co-author of ‘Hispanic Marketing: Connecting with the New Latino Consumer’‘In an age of confusion and ignorance regarding how to understand ethnic minority markets this book makes a welcomed contribution.’ - Dr Andrew Lindridge, The Open University Business School, UK‘This book provides a comprehensive and structured approach to the theory and practice of ethnic marketing with insights from experts in this field. It is a valuable practical guide to researchers and practitioners of ethnic marketing.’ - Alvin Chan, Lecturer in Marketing, University of Western Sydney, and a former judge of the Multicultural Marketing Awards held by the Ethnic Affairs Commission of New South Wales, Australia.

• 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