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Handbook of Research on Ethnic and Intra-cultural Marketing
Editor
Listed:
- Glen H. Brodowsky
- Camille P. Schuster
- Rebeca Perren
Abstract
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.
Individual chapters are listed in the "Chapters" tab
Suggested Citation
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Book Chapters
The following chapters of this book are listed in IDEAS- Glen H. Brodowsky, 2022. "Introduction and overview to the Handbook of Research on Ethnic andIntra-cultural Marketing," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 1, pages 1-12, Edward Elgar Publishing.
- Terri L. Rittenburg & Matthew B. Lunde, 2022. "Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 2, pages 14-28, Edward Elgar Publishing.
- Tana Cristina Licsandru & Charles Chi Cui, 2022. "Ethnic marketing: the good, the bad and the unknown," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 3, pages 29-40, Edward Elgar Publishing.
- Christian A. Eichert & Jack Coffin, 2022. "Trans-cultural marketing: when intra-cultural and cross-cultural marketing collide," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 4, pages 41-56, Edward Elgar Publishing.
- Fernanda Muniz & Francisco Guzmán & Ram Krishnan, 2022. "Omnicultural branding," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 5, pages 57-75, Edward Elgar Publishing.
- Florinda Giorgia Pannofino & Kristin Stewart, 2022. "Generation Z and before: 21st century online consumers," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 6, pages 77-85, Edward Elgar Publishing.
- Lena Cavusoglu & Deniz Atik, 2022. "White gaze in fashion markets," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 7, pages 86-101, Edward Elgar Publishing.
- Carly Drake, 2022. "Willfulness and the market: (post)feminist subjectivities and womens body work," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 8, pages 102-116, Edward Elgar Publishing.
- Johnny Graham & Takisha S. Toler & Nakeisha S. Ferguson (Lewis) & Robert Alfonso Arias & Alonso Avila, 2022. "Started from the bottom and now were here?: Hip-hop culture and its impact," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 9, pages 118-135, Edward Elgar Publishing.
- Tessa Garcia-Collart, 2022. "Ms all del Espaol (Beyond Spanish): the influence of Hispanic and Latin cultural identity on marketing communications," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 10, pages 136-145, Edward Elgar Publishing.
- Enrique P. Becerra, 2022. "Segmenting the Hispanic market: practical implications for researchers and practitioners," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 11, pages 146-159, Edward Elgar Publishing.
- Luis E. Torres & Phillip Hartley, 2022. "Hispanic (or Latinx) identification, consumption and acculturation," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 12, pages 160-169, Edward Elgar Publishing.
- Foo Nin Ho & Jared Wong, 2022. "Re-interpreting marketings role in the study of the Asian consumer," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 13, pages 170-180, Edward Elgar Publishing.
- Sally Sledge, 2022. "Religious diversity and target marketing," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 14, pages 182-197, Edward Elgar Publishing.
- Mohammad Mominul Islam, 2022. "Reaching halal and Islamic market segments: tapping marketing opportunities beyond the borders," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 15, pages 198-210, Edward Elgar Publishing.
- Rebeca Perren, 2022. "New directions in intra-cultural marketing research," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 16, pages 211-218, Edward Elgar Publishing.
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Keywords
Business and Management; Economics and Finance;Statistics
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