Minority Marketing: Issues and Prospects

Minority Marketing: Issues and Prospects

Author: Robert L. King

Publisher: Springer

Published: 2015-05-08

Total Pages: 176

ISBN-13: 3319173928

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This volume includes the full proceedings from the 1987 Minority Marketing Congress held in Greensboro, North Carolina under the theme Minority Marketing: Issues and Prospects. It provides a variety of quality research in the field of minority marketing in order to assimilate and enhance knowledge of marketing practices for minority enterprises. It includes papers on various topics in minority marketing including advertising, promotion and consumer behaviour. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.


Madison Avenue and the Color Line

Madison Avenue and the Color Line

Author: Jason Chambers

Publisher: University of Pennsylvania Press

Published: 2009-05-22

Total Pages: 332

ISBN-13: 9780812220605

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Until now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. Madison Avenue and the Color Line breaks new ground by examining the history of black advertising agency employees and agency owners.


Minority Marketing: Research Perspectives for the 1990s

Minority Marketing: Research Perspectives for the 1990s

Author: Robert L. King

Publisher: Springer

Published: 2015-05-08

Total Pages: 126

ISBN-13: 3319173863

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This volume includes the full proceedings from the 1993 Minority Marketing Congress held in Long Beach, Mississippi under the theme Minority Marketing: Research Perspectives for the 1990s. It provides a variety of quality research in the field of minority marketing in order to assimilate and enhance knowledge of marketing practices for minority enterprises. It includes papers on various topics in minority marketing including advertising, promotion and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.


Ethnic Marketing

Ethnic Marketing

Author: Guilherme Pires

Publisher: Routledge

Published: 2014-12-05

Total Pages: 383

ISBN-13: 1135046395

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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.


Ethnic Marketing

Ethnic Marketing

Author: Guilherme D. Pires

Publisher: Routledge

Published: 2018-12-17

Total Pages: 336

ISBN-13: 1315454874

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Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.


The Routledge Companion to Ethnic Marketing

The Routledge Companion to Ethnic Marketing

Author: Ahmad Jamal

Publisher: Routledge

Published: 2015-06-19

Total Pages: 539

ISBN-13: 1136164219

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The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.


Proceedings of the 1998 Multicultural Marketing Conference

Proceedings of the 1998 Multicultural Marketing Conference

Author: Jean-Charles Chebat

Publisher: Springer

Published: 2015-05-19

Total Pages: 568

ISBN-13: 3319173839

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​This volume includes the full proceedings from the 1998 Multicultural Marketing Conference held in Montreal, Canada. The focus of the conference and the enclosed papers is on marketing to various ethnic groups in both a US and global context. It presents papers on various multicultural issues across the entire spectrum of marketing activities and functions including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​


Provocateur

Provocateur

Author: Anthony Joseph Paul Cortese

Publisher: Rowman & Littlefield

Published: 1999

Total Pages: 180

ISBN-13: 9780847691746

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Contending that the racial and ethnic hatred Americans so deplore in other countries is in fact latent in modern western society itself, Cortese (sociology, Southern Methodist U.) critiques postmodern social arrangement based on gender, race, and ethnicity as manifested in advertising. He picks as examples the hardest hitting and most timely print ads to demonstrate the various types of subtle messages. He also presents a large and a small plan of attack that includes policy implications for advertising and a practical guide to combating symbolic racism on the individual level. Annotation copyrighted by Book News, Inc., Portland, OR


Ethnic Marketing in Germany

Ethnic Marketing in Germany

Author: Ekaterini Dimitrakudi

Publisher: GRIN Verlag

Published: 2017-05-19

Total Pages: 33

ISBN-13: 3668450404

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Seminar paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1, California State University, Fullerton, language: English, abstract: The aim of this work is to provide an overview of the two largest ethnic minorities in Germany and to highlight the marketing potential of these target groups. The development of Germany into a multicultural society represents important challenges that arise in the most diverse areas of the joint life. The actuality of this topic is evident in the numerous discussions, which are guided from the perspective of the respective area. So areas such as e.g. politics, pedagogy or working life with the changes that ethnic diversity brings with it. This economic area is seeing the importance and potential of a multicultural society. From this understanding, a new branch of marketing developed which is specifically oriented on ethnic groups – called Ethnic Marketing. While the phenomenon of Ethnic Marketing has become an integral part of entrepreneurial trade and thinking in the USA, Great Britain and the Netherlands, the development lags behind in Germany. Only a few companies recognized the importance of ethnical groups as a the target group, while most companies are afraid of using it. For this reason, it is the task of the marketing to manifest the trend and to develop the concept of Ethnic Marketing and especially to provide the companies with clear examples on how to use it.


Immigrant Businesses

Immigrant Businesses

Author: J. Rath

Publisher: Springer

Published: 2000-02-01

Total Pages: 247

ISBN-13: 1403905339

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In the past few years, a considerable number of immigrants have established their own businesses. In doing so, they have contributed in many ways to the economic development of American and European metropolitan areas. Some businesses have been incorporated into the mainstream, while others have stayed on the economic fringes and got engaged in the informal economy. The starting point of this book is that a proper understanding of these businesses is served by focusing on the embeddedness of immigrant businesses in their economic, politico-institutional and social environments from a multi-disciplinary perspective rather than confining the attention to ethnic-cultural or economic sociological aspects only.