The relevance of minority ethnic groups for marketing: a research framework

Title: The relevance of minority ethnic groups for marketing: a research framework
Creator: Pires, Guilherme; Stanton, John; Stanton, Patricia
Relation: Global Business & Economics Anthology Vol. II, p. 161-169
Relation: http://www.besiweb.com/GBEATwo08.html
Publisher: Business & Economics Society International
Resource Type: journal article
Date: 2008
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.
Subject: marketing; demographics; consumers; ethnic minority groups
Identifier: http://hdl.handle.net/1959.13/40317
Identifier: uon:4581
Identifier: ISSN:1553-1392
Language: eng
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