Table of Contents

  CHAPTER 1: ISSUES IN ETHNIC MARKETING THEORY, PRACTICE AND ENTREPRENEURSHIPConceptual ambiguityWhat is ethnic marketing? Definitional differencesEthnic marketing issuesOther issues identified by researchersCauses of a gap and approaches to reconciliationRecognising the gapOn the need for pragmatism or theory-in-usePragmatism in ethnic marketing theorySummary The path aheadReferencesCHAPTER 2: ETHNICITY, ETHNIC GROUPS AND ETHNIC IDENTITYThe meaning and relevance of ethnicityBasis for defining ethnicity We are all ethnic – or are we?Meaning and centrality of ethnic groupsEthnic groups as social networksEthnic group heterogeneityThe interlinking of ethnic identity with the ethnic group Development of ethnic identityEthnic identity, consumer behaviour and the ethnic groupSummaryReferencesCHAPTER 3: ACCULTURATION, THE ETHNIC GROUP AND ETHNIC CONSUMER BEHAVIOUR What is Acculturation?Acculturation PhasesIndicators of AcculturationAcculturation ForcesChoice of Acculturation PathIndividual AcculturationInter-generational differences Acculturation and ethnic identityAcculturation and consumer behaviourAcculturation and Ethnic Group dynamicsThe Acculturation Process in a Culturally Diverse CountrySummaryReferencesCHAPTER 4: RATIONALE FOR ETHNIC MARKETING FOC

About the Author

Guilherme D. Pires, PhD, is an Associate Professor at the Newcastle Business School, Faculty of Business & Law at University of Newcastle, Australia. He is a Trustee for the Business & Economics Society International and serves on the editorial board of various scholarly journals.

John Stanton, PhD, is an Adjunct Associate Professor (Marketing) in the School of Business, Western Sydney University, Australia.