Handbook of research on ethnic and intra-cultural marketing

edited by Glen H. Brodowsky (professor of marketing), Camille P. Schuster (professor emerita of marketing) and Rebeca Perren (associate professor, department of marketing, California State University, San Marcos, US)

"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 established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments. Cognisant of the cultural diversity within cultures, the Handbook considers the ethical ramifications of culture- and race-based targeting and segmentation, advancing a culture-based marketing approach that addresses the similarities and differences across groups while recognising the variety that exists within them. Chapters explore a compelling array of topics, from advocating for a departure from the white, Eurocentric, and heteronormative ideals that dominate the global beauty industry and investigating how Hip Hop's move into the mainstream raises questions about authenticity and cultural appropriation, to addressing the role played by religion in consumer behaviour and mapping the diverse and complex markets of Latin America and Asia. Featuring multidisciplinary research which builds towards a more vibrant ethnic and sub-cultural marketing literature, this compelling Handbook will inform and inspire the work of current and future marketing scholars. It will also be an essential resource for corporations interested in targeting ethnic and religious marketing segments"--

MoreLess

Year of publication:	2022
Other Persons:	Brodowsky, Glen H. (ed.) ; Schuster, Camille P. (ed.) ; Perren, Rebeca (ed.)
Institutions:	Edward Elgar Publishing (publisher)
Publisher:	Cheltenham, UK : Edward Elgar Publishing
Subject:	Interkulturelles Marketing \| Cross-cultural marketing \| Zielgruppe \| Target group \| Ethnische Gruppe \| Ethnic group
Published items:	16 hits in ECONIS - Online Catalogue of the ZBW

Online Resource

Check full text access |

More access options

doi.org

Check Google Scholar

In libraries world-wide (WorldCat)

In German libraries (KVK)

subito order

I need help

Extent:	1 Online-Ressource (246 pages)
Series:	Research handbooks in business and management series
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Aufsatzsammlung
Language:	English
Notes:	Includes bibliographical references and index 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.
ISBN:	978-1-80088-005-4 ; 978-1-80088-004-7
Other identifiers:	10.4337/9781800880054 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013462772