The Routledge Companion to Ethnic Marketing: Routledge Companions in Business

John W. Alba and Rodolfo E. Rodriguez

The Routledge Companion to Ethnic Marketing is a comprehensive and authoritative guide to the field of ethnic marketing. This book brings together leading scholars and practitioners to provide a critical overview of the key issues and challenges facing ethnic marketers today.

The Routledge Companion to Ethnic Marketing (Routledge Companions in Business, Management and Marketing)

by Yasuo Yamane

5 out of 5

Language	:	English
File size	:	2250 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	378 pages

FREE

The book is divided into four parts:

1. Conceptual Foundations
2. Market Segmentation and Targeting
3. Marketing Communications
4. Measurement and Evaluation

The first part of the book provides a theoretical foundation for ethnic marketing. The chapters in this section discuss the history of ethnic marketing, the different definitions of ethnicity, and the key concepts and theories that are used to understand ethnic consumer behavior.

The second part of the book focuses on market segmentation and targeting. The chapters in this section discuss the different ways to segment ethnic markets, the factors that influence ethnic consumer behavior, and the strategies that can be used to target ethnic consumers.

The third part of the book focuses on marketing communications. The chapters in this section discuss the different types of marketing communications that can be used to reach ethnic consumers, the channels that are most effective for reaching these consumers, and the strategies that can be used to create effective marketing messages.

The fourth part of the book focuses on measurement and evaluation. The chapters in this section discuss the different methods that can be used to measure the effectiveness of ethnic marketing campaigns, and the challenges that are faced in evaluating the effectiveness of these campaigns.

The Routledge Companion to Ethnic Marketing is an essential resource for anyone who is interested in learning more about the field of ethnic marketing. This book provides a comprehensive and up-to-date overview of the key issues and challenges facing ethnic marketers today, and it offers a wealth of practical advice and insights that can be used to develop effective ethnic marketing campaigns.

Table of Contents

2. Conceptual Foundations
1. The History of Ethnic Marketing
2. Definitions of Ethnicity
3. Key Concepts and Theories in Ethnic Marketing
3. Market Segmentation and Targeting
1. Segmenting Ethnic Markets
2. Factors Influencing Ethnic Consumer Behavior
3. Targeting Ethnic Consumers
4. Marketing Communications
1. Types of Marketing Communications
2. Channels for Reaching Ethnic Consumers
3. Creating Effective Marketing Messages
5. Measurement and Evaluation
1. Measuring the Effectiveness of Ethnic Marketing Campaigns
2. Challenges in Evaluating the Effectiveness of Ethnic Marketing Campaigns

Contributors

• John W. Alba
• Rodolfo E. Rodriguez
• Manuel A. Basilio
• David C. Bearden
• John Bedell
• Meryl P. Gardner
• Kimberly D. Herr
• Richard P. Hisrich
• Maria L. Lazarova
• Theresa A. Mazanec
• Linda J. Page
• Gianfranco Walsh
• Janice A. Welsch

The Routledge Companion to Ethnic Marketing is a valuable resource for anyone who is interested in learning more about the field of ethnic marketing. This book provides a comprehensive and up-to-date overview of the key issues and challenges facing ethnic marketers today, and it offers a wealth of practical advice and insights that can be used to develop effective ethnic marketing campaigns.

The Routledge Companion to Ethnic Marketing (Routledge Companions in Business, Management and Marketing)

by Yasuo Yamane

5 out of 5

Language	:	English
File size	:	2250 KB
Text-to-Speech	:	Enabled
Screen Reader	:	Supported
Enhanced typesetting	:	Enabled
Word Wise	:	Enabled
Print length	:	378 pages

FREE