Ethnic Marketing

1. Introduction 2. From Target Marketing to Ethnic Marketing 3. Ethnic Consumers and Ethnic Groups 4. Ethnic Market Segmentation and Aggregates of Ethnic Groups 5. Assessing Ethnic Group Substance for Marketing Purposes 6. Understanding the Decision Processes of Ethnic Consumers 7. Competitive Advantage and Consumer Loyalty in Ethnic Markets 8. Identifying and Reaching an ethnic Market: Methodological Issues 9. Ethnic Marketing in Practice - Marketing Services 10. Ethnic Marketing in Practice - HRM Issues 11. Ethnic Marketing in Practice - Communications Issues 12. Ethnic Marketing in Practice - Ethics and Social Resposibility 13. Ethnic Marketing - Challenges and Opportunities Readings Cases

Business · Ethnic group · Ethnic history · Marketing management · Marketing research · Political science · Public relations · Migration, Ethnicity, and Economy · Business & Economics · Consommateurs issus des minorités · Consumers · Cross-cultural studies · Ethnische Gruppe · Études transculturelles · Industrial management · Interkulturelles Verstehen · Management · Management Science · Market segmentation · Marketing · Marktsegmentierung · Minority consumers · Nationale Minderheit · Organizational behavior · Segmentation du marché · Zielgruppe