Overview

A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. 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. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering 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. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in 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 government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Full Product Details

9780415836005

Table of Contents

Reviews

'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.

'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'

'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.

‘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.

'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

Author Information

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.

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