MARC Record from marc_columbia

LEADER: 04953cam a2200565 i 4500
001 15138559
005 20210607145255.0
006 m o d
007 cr |||||||||||
008 181127s2019 nyu ob 001 0 eng
010 $a 2020693163
035 $a(OCoLC)on1089256293
035 $a(NNC)15138559
040 $aDLC$beng$erda$cDLC$dYDX$dORU$dVLB$dOCLCF$dUKAHL$dUMI$dOCLCO$dAU@
019 $a1100480549
020 $a9781315454870$qebook
020 $a1315454874
020 $a9781315454894$qebook
020 $a1315454890
020 $z9781138210608$qhardback
035 $a(OCoLC)1089256293$z(OCoLC)1100480549
037 $aCL0501000031$bSafari Books Online
050 00 $aHF5415.332.M56
082 00 $a658.8/12089$223
049 $aZCUA
100 1 $aPires, Guilherme D.,$eauthor.
245 10 $aEthnic marketing :$btheory, practice and entrepreneurship /$cGuilherme D. Pires and John Stanton.
264 1 $aNew York ;$aLondon :$bRoutledge, Taylor and Francis Group,$c2019.
300 $a1 online resource.
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aRoutledge studies in marketing ;$v5
504 $aIncludes bibliographical references and index.
588 $aDescription based on print version record.
505 0 $aIssues 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.
520 $a"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."--Provided by publisher.
650 0 $aMinority consumers.
650 0 $aMarket segmentation.
650 0 $aMarketing$vCross-cultural studies.
650 7 $aMarket segmentation.$2fast$0(OCoLC)fst01010139
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aMinority consumers.$2fast$0(OCoLC)fst01023346
655 4 $aElectronic books.
655 7 $aCross-cultural studies.$2fast$0(OCoLC)fst01423769
700 1 $aStanton, John L.,$eauthor.
776 08 $iPrint version:$tEthnic marketing$dNew York ; London : Routledge, Taylor & Francis Group, 2019.$z9781138210608 (hardback)$w(DLC) 2018046827
830 0 $aRoutledge studies in marketing ;$v5.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15138559$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS