000			03624cam a2200253 i 4500
999			_c37643 _d37643
001			20757378
010			_a 2018046827
020			_a9781138210608
040			_aUOWD
082	0	0	_a658.812089 PI ET
100	1		_aPires, Guilherme D. _934582
245	1	0	_aEthnic marketing : _btheory, practice and entrepreneurship _cGuilherme D. Pires and John Stanton
260			_aNew York : _bRoutledge, Taylor & Francis Group, _cc2019.
300			_axiii, 357 p. : _bill. ; _c24 cm.
490	0		_aRoutledge studies in marketing ; _v5
504			_aIncludes bibliographical references and index.
505			_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			_aTogether 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.
650		0	_aMinority consumers _934581
650		0	_aMarket segmentation _99175
650		0	_aMarketing _xCross-cultural studies _935108
700	1		_aStanton, John L. _935109
942			_2ddc _cREGULAR