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The Routledge Companion to Ethnic Marketing brings together the latest cutting-edge research from ethnic marketing's thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including ethnic consumer shopping behaviour, religiosity, parenting, differing attitudes to m

The Routledge Companion to Ethnic Marketing

Part I: Why Ethnic Marketing? 1.Introduction to Ethnic Marketing (Ahmad Jamal, Lisa Penaloza and Michel Laroche) Part II: Processes of Ethnic Cultural Change, Socialization and Technology 2.Models of Culture Change (Michel Laroche and Ahmad Jamal) 3.Ethnic Youth: Parental style and consumer socialization (Zhiyong Yang) 4.Ethnic Minority Consumers' Responses to the Web (Boris Bartikowski) Part III: Identity, Space and Ethnic Entrepreneurship 5.Emplaced Ethnicity: The role of space(s) in ethnic marketing (Luca M. Visconti) 6.Ethnic Marketing, Ethnic Entrepreneurship and Social Innovation (Abid Mehmood, Ahmad Jamal and Ven Sriram) 7.The Landscape of Ethnic Marketing in the UK (Sanya Ojo, Sonny Nwankwo and Ayantunji Gbadamosi) 8.An Ethnoconsumerist Approach to Hispanic Small Business' Adoption of Internet Technology (Cecilia Ruvalcaba and Alladi Venkatesh) Part IV: Globalization, Religion and Materialism 9.Rethinking Religion and Ethnicity at the Nexus of Globalization and Consumer Culture (Elif Izberk-Bilgin) 10.Wanting Things and Needing Affiliation: Ethnic consumers and materialism (Mark Cleveland) Part V: Market Segmentation and Targeting 11.Demographics and Ethnic Minority Lifestyles (Miguel A. Zuniga and Ivonne M. Torres) 12.Ethnic Consumer Decision Making (Yasmin K. Sekhon) 13.Marketing Financial Services to the Ethnic Minority Customers (Intekhab (Ian) Alam) 14.Market Segmentation by Ethnicity: Is it really feasible? (Andrew Lindridge) 15.Ethnicity Marketed to and Consumed by the Transcultural Consumer (Esi Abbam Elliot, Joseph Cherian and Hernan Casakin) Part VI: Advertising 16.Multicultural Advertising and Ethnic Minority Consumers (Jinnie Jinyoung Yoo and Wei-Na