Handbook of research on ethnic and intra-cultural marketing /

"Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of establishe...

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Bibliographische Detailangaben
Körperschaft: Edward Elgar Publishing
Weitere Verfasser: Brodowsky, Glen H. (HerausgeberIn), Schuster, Camille P. (HerausgeberIn), Perren, Rebeca (HerausgeberIn)
Format: E-Book
Sprache:Englisch
Veröffentlicht: Northampton : Edward Elgar Publishing, 2022
Schriftenreihe:Research handbooks in business and management series
Schlagworte:
Marketing.
Multiculturalism.
Minority consumers.
Market segmentation.
marketing
menšinové kupujúci
multikulturalizmus
segmentácia trhu
elektronické dokumenty
ISBN:9781800880054 (e-book)
Online-Zugang: Volltext
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Inhaltsangabe:
  • Contents: foreword
  • 1. Introduction and overview to the handbook of research on ethnic and intra-cultural marketing / Glen H. Brodowsky
  • Part I: Intra-cultural marketing segmentation
  • 2. Ethical issues in target marketing: Inclusion, exclusion, and consumer vulnerability / Terri L. Rittenburg and Matthew B. Lunde
  • 3. Ethnic marketing: The good, the bad and the unknown / Tana Cristina Licsandru and Charles Chi Cui
  • 4. Trans-cultural marketing: When intra-cultural and cross-cultural marketing collide / Christian Eichert and Jack Coffin
  • 5. Omnicultural branding / Fernanda Muniz, Francisco Guzmán and Ram Krishnan
  • Part II: Generational and gender and market segmentation
  • 6. Generation z and before: 21st century online consumers / Florinda Giorgia Pannofino and Kristin Stewart
  • 7. White gaze in fashion markets / Deniz Atik and Lena Cavusoglu
  • 8. Willfulness and the market: (post)feminist subjectivities and women's body work / Carly Drake
  • Part III: Ethnically defined market segments
  • 9. Started from the bottom and now we're here?: Hip-hop culture and its impact / Johnny Graham, Takisha Toler, Nakeisha S. (Ferguson) Lewis, Robert Arias and Alonso Avila
  • 10. Más allá del español (beyond Spanish): The influence of hispanic and latin cultural identity on marketing communications / Tessa Garcia-Collart
  • 11. Segmenting the hispanic market: Practical implications for researchers and practitioners / Enrique P. Becerra
  • 12. Hispanic (or latinx) identification, consumption and acculturation / Luis E. Torres and Phillip Hartley
  • 13. Re-interpreting marketing's role in the study of the asian consumer / Foo Nin Ho and Jared Wong
  • Part IV: Religiously based market segmentation
  • 14. Religious diversity and target marketing / Sally Sledge
  • 15. Reaching halal and Islamic market segments: Tapping marketing opportunities beyond the borders / Mohammad Mominul Islam
  • 16. New directions in intra-cultural marketing research / Rebeca Perren
  • Index.

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