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.
‘Recent developments have created an unprecedented climate of ethnic, religious, and cultural changes on a global scale. This situation provides new and exciting opportunities. But, the question for academics and businesses, of course, is how best to define, challenge, and suggest new markets, products, and services created by a diverse ethnic, religious, and cultural landscape. This edited volume by Dr. Ahmad Jamal, Professor Lisa Peñaloza, and Professor Michel Laroche is a rich source of thought for everyone who wants to get deeper insights into this question. I highly recommend The Routledge Companion to Ethnic Marketing as a relevant read that also helps to generate a dialogue necessary to extend our understand of this important area even further.’ - Professor Adam Lindgreen, Head of Marketing & Strategy, Cardiff Business School, Cardiff University¿, UK
‘Judging a book on the effect it has on the reader’s thought processes, The Routledge Companion to Ethnic Marketing must be classified as outstanding. Its engaging style and argument clarity makes it an invaluable resource for researchers and in the classroom.’ - Guilherme D. Pires, Ph.D., Associate Professor of Marketing, Newcastle Business School, University of Newcastle, Australia
‘A most ambitious and comprehensive book geared to master Marketing to culturally diverse groups in the US and internationally. I am delighted to see an effort that includes models of culture change, cultural segmentation, religion, materialism, ethnic youth, and advertising approaches in one comprehensive piece. This book puts culture at the core of marketing.’ - Felipe Korzenny, Ph.D., Founder Center for Hispanic Marketing Communication, Florida State University, USA and Co-author of ‘Hispanic Marketing: Connecting with the New Latino Consumer’
'Academics and practitioners alike have been waiting a long time for an ethnic mark