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Author : Frederick D. Sturdivant
Publisher : Marketing Classics Press
ISBN 13 : 1613112017
Total Pages : 151 pages
Book Rating : 4.6/5 (131 download)
Download or read book Minorities and Marketing written by Frederick D. Sturdivant and published by Marketing Classics Press. This book was released on 2011-08-15 with total page 151 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Guilherme Pires
Publisher : Routledge
ISBN 13 : 1135046387
Total Pages : 391 pages
Book Rating : 4.1/5 (35 download)
Download or read book Ethnic Marketing written by Guilherme Pires and published by Routledge. This book was released on 2014-12-05 with total page 391 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : David Burgos
Publisher : St. Martin's Press
ISBN 13 : 0230338852
Total Pages : 258 pages
Book Rating : 4.2/5 (33 download)
Download or read book Marketing to the New Majority written by David Burgos and published by St. Martin's Press. This book was released on 2011-08-02 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Robert L. King
Publisher : Springer
ISBN 13 : 3319173928
Total Pages : 161 pages
Book Rating : 4.3/5 (191 download)
Download or read book Minority Marketing: Issues and Prospects written by Robert L. King and published by Springer. This book was released on 2015-05-08 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Robert L. King
Publisher : Springer
ISBN 13 : 3319173863
Total Pages : 115 pages
Book Rating : 4.3/5 (191 download)
Download or read book Minority Marketing: Research Perspectives for the 1990s written by Robert L. King and published by Springer. This book was released on 2015-05-08 with total page 115 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : C. P. Rao
Publisher : Ashgate Publishing, Ltd.
ISBN 13 : 9780754643265
Total Pages : 296 pages
Book Rating : 4.6/5 (432 download)
Download or read book Marketing and Multicultural Diversity written by C. P. Rao and published by Ashgate Publishing, Ltd.. This book was released on 2006 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: As populations become increasingly mobile and production is globalized, countries and regions around the world are becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. These important issues are addressed in this detailed volume, which examines critical multicultural marketing issues at various geographic national, regional and global levels.
Author : Marlene L. Rossman
Publisher : AMACOM/American Management Association
ISBN 13 : 9780814479216
Total Pages : 178 pages
Book Rating : 4.4/5 (792 download)
Download or read book Multicultural Marketing written by Marlene L. Rossman and published by AMACOM/American Management Association. This book was released on 1996 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : Robert L. King
Publisher :
ISBN 13 :
Total Pages : 132 pages
Book Rating : 4.3/5 ( download)
Download or read book Minority Marketing written by Robert L. King and published by . This book was released on 1993 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Alan R. Andreasen
Publisher :
ISBN 13 : 9780877570950
Total Pages : 142 pages
Book Rating : 4.5/5 (79 download)
Download or read book Minorities and Marketing written by Alan R. Andreasen and published by . This book was released on 1977-01-01 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Alfred L. Schreiber
Publisher : McGraw-Hill Companies
ISBN 13 : 9780844226019
Total Pages : 0 pages
Book Rating : 4.2/5 (26 download)
Download or read book Multicultural Marketing written by Alfred L. Schreiber and published by McGraw-Hill Companies. This book was released on 2001 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consider These Facts Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent. Ethnic Americans are increasing in population seven times as fast as no
Author : Ahmad Jamal
Publisher : Routledge
ISBN 13 : 1136164227
Total Pages : 362 pages
Book Rating : 4.1/5 (361 download)
Download or read book The Routledge Companion to Ethnic Marketing written by Ahmad Jamal and published by Routledge. This book was released on 2015-06-19 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Author : David R. Morse
Publisher :
ISBN 13 : 9781941688526
Total Pages : 258 pages
Book Rating : 4.6/5 (885 download)
Download or read book Multicultural Intelligence written by David R. Morse and published by . This book was released on 2018 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description.
Author : Guilherme D. Pires
Publisher : Routledge
ISBN 13 : 1315454874
Total Pages : 336 pages
Book Rating : 4.3/5 (154 download)
Download or read book Ethnic Marketing written by Guilherme D. Pires and published by Routledge. This book was released on 2018-12-17 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. 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. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.
Author : Jeffrey L. Bowman
Publisher : John Wiley & Sons
ISBN 13 : 1119100267
Total Pages : 192 pages
Book Rating : 4.1/5 (191 download)
Download or read book Reframe The Marketplace written by Jeffrey L. Bowman and published by John Wiley & Sons. This book was released on 2015-09-11 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most businesses are ignoring the more than $4 Trillion new majority market. Is your business one them? Learn how to REFRAME your business for the Total Market Sometime around 2040, ethnic minorities will become the majority of the US population. Brands and businesses are not prepared. REFRAME: The Marketplace is the first guide for businesses eager to take advantage of the New Majority opportunity. Author Jeffrey L. Bowman is considered the pioneering thought leader and practitioner of the Total Market approach. He is a senior partner and managing director at Ogilvy & Mather, one of the world's largest advertising and communications agencies.Within four years, Bowman's practice was able to deliver more than $5 million in incremental fees and win industry awards for strategy, creativity, and brand effectiveness. In this forward-looking and invaluable resource, Bowman shows you how to recognize this huge, underserved market. He then teaches you how to reorganize your enterprise to reap the rewards of this burgeoning segment. New majorities have already emerged in the top ten US cities. You'll learn how this market came about, why they've been ignored for the last fifty years, and, most importantly, how you can engage them so that they become your customers for life. The new majority consumer segments are the primary drivers of contemporary social and cultural change, and they influence the behaviors of those to whom brands cater—not the other way around. Bowman teaches you to flip the script and start targeting those who start trends, speak up, and push for progress in all aspects of life. That's the way to see your brand take off and develop the following you have been chasing from the wrong perspective. Women, non-Christians, blacks, Hispanics, Asians, the LGBT customer segments, among others, are the faces—and deep pockets—of the New Majority. The minority will soon become the majority, and all of them want to be represented in advertising, catered to in the marketplace, and seen, not as individual outliers, but as prominent members of our diverse society. The New Majority wants your company to talk to them. They want to buy from you, but you're not reaching them yet. This book shows you how. You'll learn how to: Right size your organization and business planning practices Tap into a historically underserved market Effectively reach the other half of the population Engage the market segment now worth more than $4 Trillion globally The New Majority: They make money. They make decisions. They make an impact. They are smart, aware, and willing to evangelize when a brand targets their wants and needs. They are the future of your business. REFRAME: The Marketplace shows you how to capture them.
Author : Pepper Miller
Publisher : Paramount Market Publishing
ISBN 13 : 9780972529099
Total Pages : 152 pages
Book Rating : 4.5/5 (29 download)
Download or read book What's Black about It? written by Pepper Miller and published by Paramount Market Publishing. This book was released on 2005 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: At last--in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers.What's Black About It? presents historical, psychological, and cultural influences that delve far deeper into the Black experience than the demographics that are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers.Other ethnic marketing books may include a general chapter or two on Black consumers. What's Black About It? focuses on African-American consumers and engages you with bold graphics, pop-culture sidebars, insights from focus groups, and examples from current advertising and marketing campaigns.
Author : McGraw-Hill/Contemporary
Publisher : National Textbook Company
ISBN 13 :
Total Pages : 100 pages
Book Rating : 4.0/5 ( download)
Download or read book Minority Marketing written by McGraw-Hill/Contemporary and published by National Textbook Company. This book was released on 1980 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Anthony J. Cortese
Publisher : Rowman & Littlefield
ISBN 13 : 1442217227
Total Pages : 253 pages
Book Rating : 4.4/5 (422 download)
Download or read book Provocateur written by Anthony J. Cortese and published by Rowman & Littlefield. This book was released on 2015-10-01 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the fourth edition of Provocateur, sociologist Anthony J. Cortese offers an up-to-date, critical analysis of modern advertising. Though we often hear that we live in a period of unprecedented gender and racial equality, both racism and sexism persist in a most telling area—the ads with which we are inundated every day in newspapers and magazines and online. Cortese examines the ideologies surrounding gender and race by delving into the presentation of women, ethnic minorities, children, and anyone who is qualified as “other” in society. Featuring a fresh selection of nearly 400 advertisements, this edition includes new scholarship from gender, racial, and cultural studies, new chapters on gay and lesbian marketing and aggression and violence in the media, an expanded chapter on race in advertising, and more. This edition is ideal for sociology, communication, and gender and ethnic studies courses as well as for use as go-to reference.
