Ethnic marketing theory, practice and entrepreneurship
"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. Domina...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
New York
Routledge, Taylor and Francis Group
2019
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| Series: | Routledge studies in marketing
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| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Includes bibliographical references and index
- Issues in ethnic marketing theory, practice and entrepreneurship
- Ethnicity, ethnic groups and ethnic identity
- Acculturation, the minority ethnic group and ethnic consumer behaviour
- Rationale for ethnic marketing focus on aggregates of minority ethnic groups
- Perspectives on ethnic loyalty
- Articulating ethnic marketing with ethnic entrepreneurship
- Understanding ethnic entrepreneurship
- Ethnic minority business growth, demise and failure
- Ethnic networks and the adoption of relational strategies
- Ethnic entrepreneurship and the marketing mix
- Product, price, place, physical evidence and process
- Promotion and personalisation
- People, ethics and social responsibility
- Environmental forces, ethnic marketing and ethnic entrepreneurship