Book description
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.
Table of contents
- Cover
- Half Title
- Series Page
- Title
- Copyright
- Dedication
- Contents
- List of Tables
- List of Figures
- Acknowledgements
- Foreword
-
1 Issues in Ethnic Marketing Theory, Practice and Entrepreneurship
- Conceptual Ambiguity
- What Is Ethnic Marketing? Definitional Differences
- Ethnic Marketing Issues
- Other Ethnic Marketing Issues Identified by Researchers
- Causes of a Gap and Approaches to Reconciliation
- On the Need for Pragmatism or Theory-in-Use
- Pragmatism in Ethnic Marketing Theory
- Summary
- References
-
2 Ethnicity, Ethnic Groups and Ethnic Identity
- The Meaning and Relevance of Ethnicity
- Basis for Defining Ethnicity
- We Are All Ethnic—Or Are We?
- Meaning and Centrality of Ethnic Groups
- The Interlinking of Ethnic Identity With the Ethnic Group
- Development of Ethnic Identity
- Ethnic Identity, Consumer Behaviour and the Ethnic Group
- Summary
- References
- 3 Acculturation, the Minority Ethnic Group and Ethnic Consumer Behaviour
- 4 Rationale for Ethnic Marketing Focus on Aggregates of Minority Ethnic Groups
- 5 Perspectives on Ethnic Loyalty
- 6 Articulating Ethnic Marketing With Ethnic Entrepreneurship
-
7 Understanding Ethnic Entrepreneurship
- Conceptualizing Ethnic Entrepreneurship
- Drivers and Impediments in the Creation of Ethnic Minority Business
- Ethnic Minority Business’ Creation and Consolidation
- Business Opportunity Structures
- Group Characteristics
- Ethnic Strategies and the Typical Ethnic Minority Business
- Ethnic Groups as Natural Incubators for Ethnic Businesses
- Conclusion
- References
-
8 Ethnic Minority Business Growth, Demise and Failure
- Interactive Model
- Social Embeddedness Theory
- One Model Doesn’t Fit All
- Mixed Embeddedness Theory
- Mixed Embeddedness: The Norm and a Potential Barrier to Growth
- Considering Growth Capabilities and the Role of the Co-Ethnic Minority Group
- Ethnic Minority Business and the Acculturation Process
- Growth and Demise
- Conclusion
- References
-
9 Ethnic Networks and the Adoption of Relational Strategies
- Preferred Suppliers, Ethnic Networks and Minority Ethnic Markets
- Ethnic Networks as Relational Drivers
- Networks Imply Relational Imperatives
- Decision to Adopt a Relational Marketing Approach
- Relationship Between Consumers and Preferred Suppliers
- Relationships, Networks and Competitive Advantage
- Implications for Consumer Groups Not Bound by Ethnicity
- Conclusion
- References
-
10 Ethnic Entrepreneurship and the Marketing Mix
- Theory, Practice, Strategy and the Segmentation Dilemma
- A View of the Gap Between Theory and Practice
- Business Opportunities and Ethnic Minority Business
- Objectives, Strategies and Tactics
- Ethnic Minority Business Objectives, Strategies and Tactics
- The Outgrowth Threshold
- Ethnic Minority Business Customer Portfolio
- Why Adopt an Ethnic-Sensitive Relational Marketing Strategy?
- Relational Embedding of Ethnic-Sensitive Tactical Activities
- Summary
- References
- Vignette: An Alternative View of Ethnic Minority Business
- 11 Product, Price, Place, Physical Evidence and Process
-
12 Promotion and Personalization
- The Promotional Element
- Serving Anyone That Comes Through the Door
- Marketing Communications and Minority Co-Ethnic Groups
- The Challenges of a Dynamic Environment
- Understanding Communication as Information Processing Activity
- The Value Proposition
- Typical Tactical Activities
- Effective Ethnic Communication—More Than Just Language
- Intra-Ethnic Group Segmentation: Communicating in “Portinhol”
- Communicating to Reduce Perceived Risk
- Relational Communications for Ethnic Loyalty
- The Personalization Element
- Simultaneity/Inseparability as a Vehicle for Responsiveness and Personalization
- Conclusion
- References
-
13 People, Ethics and Social Responsibility
- Ethnocentrism Within National Boundaries
- Dealing With Cultural Distance
- Typical Tactical Activities Deployed by Ethnic Minority Businesses
- The Choice of People to Employ
- Ethnic Sensitivity Skills Training
- People Tactics for Competitive Advantage
- Ethnic Minority Business: Ethics and Social Responsibility
- Disadvantage, Vulnerability and Poor Business Practices
- Exposure to ICT-Based Structural Change
- Flexibility and Evolutionary Dynamism
- Summary
- References
-
14 Environmental Forces, Ethnic Marketing and Ethnic Entrepreneurship
- The Political Environment
- Ethnicity, Migration and the Future of Ethnic Marketing
- Implications From Differences in Immigration Policies and Acculturation
- Longstanding Countries of Immigration
- Australian Migration Policy Sketch
- Canada, New Zealand and the USA
- Past Major Emigration Countries
- The Potential for Ethnic Marketing in Other Environments
- Conclusion
- References
- Index
Product information
- Title: Ethnic Marketing
- Author(s):
- Release date: December 2018
- Publisher(s): Routledge
- ISBN: 9781315454870
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