Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.13/40317
- Title
- The relevance of minority ethnic groups for marketing: a research framework
- Author/Creator
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Pires, Guilherme;
Stanton, John;
Stanton, Patricia
- Institution
- The University of Newcastle. Faculty of Business & Law, Newcastle Business School
- Description
- This paper develops a research framework to examine cultural diversity from a marketing perspective. This is achieved by analysing the demographics, history, networks and resources proprietary to the largest minority groups in Sydney, Australia, whose ancestral language is other than English; by establishing that marketing theory about service provider selection by consumers concurs with the process followed by the members of each group; and by examining similarities and differences between and across groups, and relative to manistream population. The findings establish whether groups can be aggregated for marketing purposes.
- Relation
- Global Business & Economics Anthology Vol. II, p. 161-169
- Relation
- http://www.besiweb.com/GBEATwo08.html
- Date
- 2008
- Publisher
- Business & Economics Society International
- Keyword(s)
-
marketing;
demographics;
consumers;
ethnic minority groups
- Resource Type
- journal article
- Identifier
- http://hdl.handle.net/1959.13/40317
- Identifier
- ISSN:1553-1392
- Reviewed
- Full Text
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