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Handbook of Research on Ethnic and Intra-cultural Marketing (Hardcover)
Loot Price: R4,866
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Handbook of Research on Ethnic and Intra-cultural Marketing (Hardcover)
Series: Research Handbooks in Business and Management series
Expected to ship within 12 - 17 working days
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Investigating how markets are becoming increasingly similar across
countries while simultaneously becoming more diverse and
heterogeneous within countries, this timely Handbook explores novel
and under-researched sub-cultural marketing segments. Contributions
from a diverse group of established and emerging marketing scholars
examine how we might better understand and serve new generations of
consumers from a variety of generational, ethnic, and religiously
diverse market segments. Cognisant of the cultural diversity within
cultures, the Handbook considers the ethical ramifications of
culture- and race-based targeting and segmentation, advancing a
culture-based marketing approach that addresses the similarities
and differences across groups while recognising the variety that
exists within them. Chapters explore a compelling array of topics,
from advocating for a departure from the white, Eurocentric, and
heteronormative ideals that dominate the global beauty industry and
investigating how Hip Hop's move into the mainstream raises
questions about authenticity and cultural appropriation, to
addressing the role played by religion in consumer behaviour and
mapping the diverse and complex markets of Latin America and Asia.
Featuring multidisciplinary research which builds towards a more
vibrant ethnic and sub-cultural marketing literature, this
compelling Handbook will inform and inspire the work of current and
future marketing scholars. It will also be an essential resource
for corporations interested in targeting ethnic and religious
marketing segments.
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