Handbook of research on ethnic and intra-cultural marketing / edited by Glen H. Brodowsky, Camille P. Schuster, Rebeca Perren.

Format:

Book

Contributor:

Edward Elgar Publishing, publisher.

Schuster, Camille Passler, 1950- editor.

Perren, Rebeca, editor.

Brodowsky, Glen H., editor.

Series:

Research Handbooks in Business and Management

Language:

English

Subjects (All):

Marketing.

Minority consumers.

Multiculturalism.

Market segmentation.

Physical Description:

1 online resource (246 pages)

Place of Publication:

London, England ; Northampton, Massachusetts : Edward Elgar Publishing, [2022]

Summary:

"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"-- Provided by publisher.

Contents:

Front Matter

Copyright

Contents

Figures

Tables

Contributors

Foreword

1. Introduction and overview to the Handbook of Research on Ethnic and Intra-cultural Marketing

PART I INTRA-CULTURAL MARKETING SEGMENTATION

2. Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability

3. Ethnic marketing: the good, the bad and the unknown

4. Trans-cultural marketing: when intra-cultural and cross-cultural marketing collide

5. Omnicultural branding

PART II GENERATIONAL AND GENDER AND MARKET SEGMENTATION

6. Generation Z and before: 21st century online consumers

7. White gaze in fashion markets

8. Willfulness and the market: (post)feminist subjectivities and women's body work

PART III ETHNICALLY DEFINED MARKET SEGMENTS

9. Started from the bottom and now we're here?: Hip-hop culture and its impact

10. Más allá del Español (Beyond Spanish): the influence of Hispanic and Latin cultural identity on marketing communications

11. Segmenting the Hispanic market: practical implications for researchers and practitioners

12. Hispanic (or Latinx) identification, consumption and acculturation

13. Re-interpreting marketing's role in the study of the Asian consumer

PART IV RELIGIOUSLY BASED MARKET SEGMENTATION

14. Religious diversity and target marketing

15. Reaching halal and Islamic market segments: tapping marketing opportunities beyond the borders

16. New directions in intra-cultural marketing research

Index.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Other Format:

Print version: Brodowsky, Glen H. Handbook of Research on Ethnic and Intra-Cultural Marketing

ISBN:

1-80088-005-7