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.
Table of Contents
Part I: Why Ethnic Marketing? 1.Introduction to Ethnic Marketing (Ahmad Jamal, Lisa Peñaloza and Michel Laroche) Part II: Processes of Ethnic Cultural Change, Socialization and Technology 2.Models of Culture Change (Michel Laroche and Ahmad Jamal) 3.Ethnic Youth: Parental style and consumer socialization (Zhiyong Yang) 4.Ethnic Minority Consumers’ Responses to the Web (Boris Bartikowski) Part III: Identity, Space and Ethnic Entrepreneurship 5.Emplaced Ethnicity: The role of space(s) in ethnic marketing (Luca M. Visconti) 6.Ethnic Marketing, Ethnic Entrepreneurship and Social Innovation (Abid Mehmood, Ahmad Jamal and Ven Sriram) 7.The Landscape of Ethnic Marketing in the UK (Sanya Ojo, Sonny Nwankwo and Ayantunji Gbadamosi) 8.An Ethnoconsumerist Approach to Hispanic Small Business’ Adoption of Internet Technology (Cecilia Ruvalcaba and Alladi Venkatesh) Part IV: Globalization, Religion and Materialism 9.Rethinking Religion and Ethnicity at the Nexus of Globalization and Consumer Culture (Elif Izberk-Bilgin) 10.Wanting Things and Needing Affiliation: Ethnic consumers and materialism (Mark Cleveland) Part V: Market Segmentation and Targeting 11.Demographics and Ethnic Minority Lifestyles (Miguel A. Zúñiga and Ivonne M. Torres) 12.Ethnic Consumer Decision Making (Yasmin K. Sekhon) 13.Marketing Financial Services to the Ethnic Minority Customers (Intekhab (Ian) Alam) 14.Market Segmentation by Ethnicity: Is it really feasible? (Andrew Lindridge) 15.Ethnicity Marketed to and Consumed by the Transcultural Consumer (Esi Abbam Elliot, Joseph Cherian and Hernan Casakin) Part VI: Advertising 16.Multicultural Advertising and Ethnic Minority Consumers (Jinnie Jinyoung Yoo and Wei-Na
Ahmad Jamal is Senior Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University, UK.
Lisa Peñaloza is Professor of Marketing at KEDGE Business School, France.
Michel Laroche is the Royal Bank Distinguished Professor of Marketing at the John Molson School of Business, Concordia University, Canada.