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. 

part |2 pages

PART I Why ethnic marketing?

chapter 1|12 pages

Introduction to ethnic marketing

ByAhmad Jamal, Lisa Peñaloza, Michel Laroche

part |2 pages

PART II Processes of ethnic cultural change, socialization and technology

chapter 2|19 pages

Models of culture change

ByMichel Laroche, Ahmad Jamal

chapter 3|15 pages

Ethnic youth: parental style and consumer socialization

ByZhiyong Yang

chapter 4|16 pages

Ethnic minority consumers’ responses to the web

ByBoris Bartikowski

part |2 pages

PART III Identity, space and ethnic entrepreneurship

chapter 5|15 pages

Emplaced ethnicity: the role of space(s) in ethnic marketing

ByLuca M. Visconti

chapter 6|13 pages

Ethnic marketing, ethnic entrepreneurship and social innovation

ByAbid Mehmood, Ahmad Jamal, Ven Sriram

chapter 7|20 pages

The landscape of ethnic marketing in the UK

BySanya Ojo, Sonny Nwankwo, Ayantunji Gbadamosi

chapter 8|16 pages

An ethnoconsumerist approach to Hispanic small business’ adoption of internet technology

ByCecilia Ruvalcaba, Alladi Venkatesh

part |2 pages

PART IV Globalization, religion and materialism

part |2 pages

PART V Market segmentation and targeting

chapter 11|26 pages

Demographics and ethnic minority lifestyles

ByMiguel A. Zúñiga, Ivonne M. Torres

chapter 12|11 pages

Ethnic consumer decision making

ByYasmin K. Sekhon

chapter 13|13 pages

Marketing financial services to the ethnic minority customers

ByIntekhab (Ian) Alam

chapter 14|19 pages

Market segmentation by ethnicity: is it really feasible?

ByAndrew Lindridge

chapter 15|19 pages

Ethnicity marketed to and consumed by the transcultural consumer

ByEsi Abbam Elliot, Joseph Cherian, Hernan Casakin

part |2 pages

PART VI Advertising

chapter 16|20 pages

Multicultural advertising and ethnic minority consumers

ByJinnie Jinyoung Yoo, Wei-Na Lee

chapter 17|14 pages

Rethinking the Hispanic market: a call for reflexivity in advertising practice

ByChristopher A. Chávez

chapter 18|16 pages

Print advertising and Asian Indian consumers

ByDurriya H. Z. Khairullah, Zahid Y. Khairullah

part |2 pages

PART VII Ethical and public policy issues in ethnic marketing

chapter 19|16 pages

Revisiting ethnic marketing ethics

ByGuilherme D. Pires, John Stanton

chapter 20|15 pages

Ethnic marketing: public policy issues

ByLisa Peñaloza