Minorities And Marketing
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Minorities And Marketing
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Author : Frederick D. Sturdivant
language : en
Publisher: Marketing Classics Press
Release Date : 2011-08-15
Minorities And Marketing written by Frederick D. Sturdivant and has been published by Marketing Classics Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08-15 with Business & Economics categories.
Ethnic Marketing
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Author : Guilherme Pires
language : en
Publisher: Routledge
Release Date : 2014-12-05
Ethnic Marketing written by Guilherme Pires and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-05 with Business & Economics categories.
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.
Minorities And Marketing
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Author : Alan R. Andreasen
language : en
Publisher:
Release Date : 1977-01-01
Minorities And Marketing written by Alan R. Andreasen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1977-01-01 with African American consumers categories.
Minority Marketing Issues And Prospects
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Author : Robert L. King
language : en
Publisher: Springer
Release Date : 2015-05-08
Minority Marketing Issues And Prospects written by Robert L. King and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-08 with Business & Economics categories.
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.
Minority Marketing Research Perspectives For The 1990s
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Author : Robert L. King
language : en
Publisher: Springer
Release Date : 2015-05-08
Minority Marketing Research Perspectives For The 1990s written by Robert L. King and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05-08 with Business & Economics categories.
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.
Marketing To The New Majority
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Author : David Burgos
language : en
Publisher: St. Martin's Press
Release Date : 2011-08-02
Marketing To The New Majority written by David Burgos and has been published by St. Martin's Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08-02 with Business & Economics categories.
Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Ethnic Marketing In Germany
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Author : Ekaterini Dimitrakudi
language : en
Publisher:
Release Date : 2017-07-18
Ethnic Marketing In Germany written by Ekaterini Dimitrakudi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-18 with categories.
Seminar paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, California State University, Fullerton, language: English, abstract: 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. 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.
Multicultural Marketing
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Author : Marlene L. Rossman
language : en
Publisher: AMACOM/American Management Association
Release Date : 1996
Multicultural Marketing written by Marlene L. Rossman and has been published by AMACOM/American Management Association this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996 with Business & Economics categories.
Although the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.
Critical Perspectives On Diversity Equity And Inclusion In Marketing
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Author : Gbadamosi, Ayantunji
language : en
Publisher: IGI Global
Release Date : 2022-05-20
Critical Perspectives On Diversity Equity And Inclusion In Marketing written by Gbadamosi, Ayantunji and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-20 with Business & Economics categories.
Marketers have attracted criticism from advocates of marketing ethics for not giving equal attention to all consumers. In other contexts, other nomenclatures such as less privileged or low-income consumers are being used to describe consumers. However, a critical view of the scope of the disadvantaged consumers shows that it is beyond having limited income and encapsulates all forms of limitations that prevent full inclusion in marketplace opportunities. Critical Perspectives on Diversity, Equity, and inclusion in Marketing focuses on exploring diversity, equity, and inclusion in marketing as related to individuals, groups, organizations, and societies. It provides insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications. Covering topics such as ethnic identity negotiation, marketing implications, and consumer vulnerability, this premier reference source is an eclectic resource for business leaders and managers, marketers, sociologists, DEI professionals, libraries, students and educators of higher education, researchers, and academicians.
Marketing System Performance And Minority Consumers Public Policy Alternatives
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Author : Thaddeus H. Spratlen
language : en
Publisher: Marketing Classics Press
Release Date : 2011-08-15
Marketing System Performance And Minority Consumers Public Policy Alternatives written by Thaddeus H. Spratlen and has been published by Marketing Classics Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-08-15 with Business & Economics categories.