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

![CDATA[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 = "![CDATA[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",

author = "John Stanton and Pires, {Guilherme D.} and Maree Thyne and Deans, {Kenneth R.} and Juergen Gnoth",

year = "2007",

language = "English",

isbn = "9781877156299",

booktitle = "Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007",

publisher = "University of Otago",

note = "Australian & New Zealand Marketing Academy. Conference ; Conference date: 03-12-2012",

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TY - GEN

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 - ![CDATA[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 - ![CDATA[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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