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Handbook of Research on Ethnic and Intra-cultural Marketing

9781800880047 Edward Elgar Publishing
Edited by Glen H. Brodowsky, Professor of Marketing, Camille P. Schuster, Professor Emerita of Marketing and Rebeca Perren, Assistant Professor, Department of Marketing, California State University, San Marcos, US
Publication Date: October 2022 ISBN: 978 1 80088 004 7 Extent: c 240 pp
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.

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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.
Critical Acclaim
‘This volume provides key insights into ethnic marketing, in particular how to segment markets into a seemingly intra-cultural consumer landscape, while taking into account age, gender, religion, and ethical issues. Many of the 16 chapters focus on a large range of ethnic contexts (Hispanic, Muslim, Asian) with an applied approach, both research and case-study based. This book is a must-read for both researchers and practitioners interested in ethnic and intra-cultural marketing.’
– Jean-Claude Usunier, University of Lausanne, Switzerland

‘Since the sixties, cultural diversity has been steadily growing in the US while technology is becoming more convergent. This gives a great opportunity for marketers to develop micro segments anchored to intra-cultural differences. The Handbook of Research on Ethnic and Intra-cultural Marketing is an excellent source of new concepts and methods for targeting segments in a unique way.’
– Jagdish N. Sheth, Emory University, US
Contributors
Contributors include: Robert Alfonso Arias, Deniz Atik, Alonso Avila, Glen H. Brodowsky, Enrique P. Becerra, Jack Coffin, Lena Cavusoglu, Charles Chi Cui, Carly Drake, Christian A. Eichert, Nakeisha S. Ferguson, Tessa Garcia-Collart, Johnny L. Graham, Francisco Guzmán, Phillip Hartley, Foo Nin Ho, Mohammad Mominul Islam, Ram Krishnan, Matthew B. Lunde, Rebeca Perren, Fernanda Muniz, Terri L. Rittenburg, Camille Schuster, Sally Sledge, Kristin Stewart, Luis E. Torres, Jared Wong
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