Ethnic marketing : culturally sensitive theory and practice

The ethnic diversity of advanced and newly industrialised economies is growing. Instead of adapting to a dominant, host-country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. There is a growing awareness that this uniqueness calls for quite different communication, product and service preferences and that it's crucial for marketers to understand their needs. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as providing instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Building on the research published in Pires' and Stanton's 2005 book, this is a fully referenced review of the most vital and recent literature. Throughout, the authors link research to practice via interviews with experts in ethnic marketing, both scholars and practitioners, as well as a selected number of ethnic group gatekeepers. The result is an invaluable guide to best practice to ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as governments, marketing practitioners and businesses seeking ways to reach ethnic communities.