Ethnic marketing : culturally sensitive theory and practice

1. From cultural diversity to ethnic marketing practice -- 2. Ethnic marketing and market segmentation : theoretical perspectives -- 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. Segmentation issues in ethnic marketing practice -- 7. Ethnic marketing research practice -- 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.