Overview

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.

Full Product Details

Author:   Glen H. Brodowsky ,  Camille P. Schuster ,  Rebeca Perren
Publisher:   Edward Elgar Publishing Ltd
Imprint:   Edward Elgar Publishing Ltd
ISBN:  

9781800880047

ISBN 10:   1800880049
Pages:   246
Publication Date:   11 October 2022
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Contents: Foreword xv 1 Introduction and overview to the Handbook of Research on Ethnic and Intra-cultural Marketing 1 Glen H. Brodowsky PART I INTRA-CULTURAL MARKETING SEGMENTATION 2 Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability 14 Terri L. Rittenburg and Matthew B. Lunde 3 Ethnic marketing: the good, the bad and the unknown 29 Tana Cristina Licsandru and Charles Chi Cui 4 Trans-cultural marketing: when intra-cultural and cross-cultural marketing collide 43 Christian Eichert and Jack Coffin 5 Omnicultural branding 59 Fernanda Muniz, Francisco Guzman and Ram Krishnan PART II GENERATIONAL AND GENDER AND MARKET SEGMENTATION 6 Generation Z and before: 21st century online consumers 79 Florinda Giorgia Pannofino and Kristin Stewart 7 White gaze in fashion markets 88 Lena Cavusoglu and Deniz Atik 8 Willfulness and the market: (post)feminist subjectivities and women's body work 104 Carly Drake PART III ETHNICALLY DEFINED MARKET SEGMENTS 9 Started from the bottom and now we're here?: Hip-hop culture and its impact 120 Johnny Graham, Takisha Toler, Nakeisha S. (Ferguson) Lewis, Robert Arias and Alonso Avila 10 Mas alla del Espanol (beyond Spanish): the influence of Hispanic and Latin cultural identity on marketing communications 138 Tessa Garcia-Collart 11 Segmenting the Hispanic market: practical implications for researchers and practitioners 148 Enrique P. Becerra 12 Hispanic (or Latinx) identification, consumption and acculturation 162 Luis E. Torres and Phillip Hartley 13 Re-interpreting marketing's role in the study of the Asian consumer 172 Foo Nin Ho and Jared Wong PART IV RELIGIOUSLY BASED MARKET SEGMENTATION 14 Religious diversity and target marketing 184 Sally Sledge 15 Reaching halal and Islamic market segments: tapping marketing opportunities beyond the borders 200 Mohammad Mominul Islam 16 New directions in intra-cultural marketing research 213 Rebeca Perren Index

Reviews

'This volume provides key insights into ethnic marketing, in particular how to segment markets into a seemingly intra-cultural consumer landscape, while taking into account age, gender, religion, and ethical issues. Many of the 16 chapters focus on a large range of ethnic contexts (Hispanic, Muslim, Asian) with an applied approach, both research and case-study based. This book is a must-read for both researchers and practitioners interested in ethnic and intra-cultural marketing.' -- Jean-Claude Usunier, University of Lausanne, Switzerland 'Since the sixties, cultural diversity has been steadily growing in the US while technology is becoming more convergent. This gives a great opportunity for marketers to develop micro segments anchored to intra-cultural differences. The Handbook of Research on Ethnic and Intra-cultural Marketing is an excellent source of new concepts and methods for targeting segments in a unique way.' -- Jagdish N. Sheth, Emory University, US

'This volume provides key insights into ethnic marketing, in particular how to segment markets into a seemingly intra-cultural consumer landscape, while taking into account age, gender, religion, and ethical issues. Many of the 16 chapters focus on a large range of ethnic contexts (Hispanic, Muslim, Asian) with an applied approach, both research and case-study based. This book is a must-read for both researchers and practitioners interested in Ethnic and Intra-cultural Marketing.' -- Jean-Claude Usunier, University of Lausanne, Switzerland 'Since the sixties, cultural diversity has been steadily growing in the US while technology is becoming more convergent. This gives a great opportunity for marketers to develop micro segments anchored to intra-cultural differences. The Handbook of Research on Ethnic and Intra-cultural Marketing is an excellent source of new concepts and methods for targeting segments in a unique way.' -- Jagdish N. Sheth, Emory University, US

Author Information

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

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