Ethnic marketing research and practice : a framework for analysing the gap

John Stanton; Guilherme D. Pires; Maree Thyne; Kenneth R. Deans; Juergen Gnoth

Ethnic marketing research and practice : a framework for analysing the gap

John Stanton, Guilherme D. Pires, Maree Thyne, Kenneth R. Deans, Juergen Gnoth

Research output: Chapter in Book / Conference Paper › Conference Paper

Abstract

A knowledge diffusion problem in ethnic marketing has been proposed but its dimensions are unclear. A content framework to analyse the knowledge gap between research findings and ethnic marketing practice is therefore proposed. What researchers have to say on how to target ethnic groups in a culturally-diverse society is classified according to critical dimensions that are intended for use in a content analysis of practitioner cases. Such an approach may reconcile theory and practice as well as identifying critical gaps.

Original language	English
Title of host publication	Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007
Publisher	University of Otago
Number of pages	9
ISBN (Print)	9781877156299
Publication status	Published - 2007
Event	Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → …

Conference

Conference	Australian & New Zealand Marketing Academy. Conference
Period	3/12/12 → …

Keywords

marketing research
content analysis (communication)
Australia
ethnic groups
target marketing
market segmentation

Cite this

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title = "Ethnic marketing research and practice : a framework for analysing the gap",

abstract = "A knowledge diffusion problem in ethnic marketing has been proposed but its dimensions are unclear. A content framework to analyse the knowledge gap between research findings and ethnic marketing practice is therefore proposed. What researchers have to say on how to target ethnic groups in a culturally-diverse society is classified according to critical dimensions that are intended for use in a content analysis of practitioner cases. Such an approach may reconcile theory and practice as well as identifying critical gaps.",

keywords = "marketing research, content analysis (communication), Australia, ethnic groups, target marketing, market segmentation",

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year = "2007",

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T1 - Ethnic marketing research and practice : a framework for analysing the gap

AU - Stanton, John

AU - Pires, Guilherme D.

AU - Thyne, Maree

AU - Deans, Kenneth R.

AU - Gnoth, Juergen

PY - 2007

Y1 - 2007

N2 - A knowledge diffusion problem in ethnic marketing has been proposed but its dimensions are unclear. A content framework to analyse the knowledge gap between research findings and ethnic marketing practice is therefore proposed. What researchers have to say on how to target ethnic groups in a culturally-diverse society is classified according to critical dimensions that are intended for use in a content analysis of practitioner cases. Such an approach may reconcile theory and practice as well as identifying critical gaps.

AB - A knowledge diffusion problem in ethnic marketing has been proposed but its dimensions are unclear. A content framework to analyse the knowledge gap between research findings and ethnic marketing practice is therefore proposed. What researchers have to say on how to target ethnic groups in a culturally-diverse society is classified according to critical dimensions that are intended for use in a content analysis of practitioner cases. Such an approach may reconcile theory and practice as well as identifying critical gaps.

KW - marketing research

KW - content analysis (communication)

KW - Australia

KW - ethnic groups

KW - target marketing

KW - market segmentation

UR - http://handle.uws.edu.au:8081/1959.7/40967

M3 - Conference Paper

SN - 9781877156299

BT - Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007

PB - University of Otago

T2 - Australian & New Zealand Marketing Academy. Conference

Y2 - 3 December 2012

ER -

Ethnic marketing research and practice : a framework for analysing the gap

Abstract

Conference

Keywords

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