From ethnic to network marketing

Guilherme D. Pires; John Stanton; James Y. Yoo

From ethnic to network marketing

Guilherme D. Pires, John Stanton, James Y. Yoo

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

Abstract

![CDATA[Focus on an ethnic group's network can provide a preliminary assessment of its attractiveness as a market segment, while analysis of its social and economic ties can guide the development of a targeting strategy. Two ethnic communities in Sydney, Australia are used to develop the argument.]]

Original language	English
Title of host publication	Proceedings of the 2006 Cultural Perspectives on Marketing Conference, Academy of Marketing Science/Korean Academy of Marketing Science, 12 – 25 July, Seoul, Korea
Publisher	Korean Academy of Marketing Science
Number of pages	1
ISBN (Print)	8972183113
Publication status	Published - 2007
Event	Academy of Marketing Science/Korean Academy of Marketing Science - Cultural Perspectives in Marketing Conference - Duration: 1 Jan 2007 → …

Conference

Conference	Academy of Marketing Science/Korean Academy of Marketing Science - Cultural Perspectives in Marketing Conference
Period	1/01/07 → …

Keywords

social networks
economic aspects
marketing
ethnicity
minorities
Australia

Cite this

@inproceedings{7383ebedf96f40ef83f6356a988133a5,

title = "From ethnic to network marketing",

abstract = "![CDATA[Focus on an ethnic group's network can provide a preliminary assessment of its attractiveness as a market segment, while analysis of its social and economic ties can guide the development of a targeting strategy. Two ethnic communities in Sydney, Australia are used to develop the argument.]]",

keywords = "social networks, economic aspects, marketing, ethnicity, minorities, Australia",

author = "Pires, {Guilherme D.} and John Stanton and Yoo, {James Y.}",

year = "2007",

language = "English",

isbn = "8972183113",

booktitle = "Proceedings of the 2006 Cultural Perspectives on Marketing Conference, Academy of Marketing Science/Korean Academy of Marketing Science, 12 – 25 July, Seoul, Korea",

publisher = "Korean Academy of Marketing Science",

note = "Academy of Marketing Science/Korean Academy of Marketing Science - Cultural Perspectives in Marketing Conference ; Conference date: 01-01-2007",

}

Pires, GD, Stanton, J & Yoo, JY 2007, From ethnic to network marketing. in Proceedings of the 2006 Cultural Perspectives on Marketing Conference, Academy of Marketing Science/Korean Academy of Marketing Science, 12 – 25 July, Seoul, Korea. Korean Academy of Marketing Science, Academy of Marketing Science/Korean Academy of Marketing Science - Cultural Perspectives in Marketing Conference, 1/01/07.

TY - GEN

T1 - From ethnic to network marketing

AU - Pires, Guilherme D.

AU - Stanton, John

AU - Yoo, James Y.

PY - 2007

Y1 - 2007

N2 - ![CDATA[Focus on an ethnic group's network can provide a preliminary assessment of its attractiveness as a market segment, while analysis of its social and economic ties can guide the development of a targeting strategy. Two ethnic communities in Sydney, Australia are used to develop the argument.]]

AB - ![CDATA[Focus on an ethnic group's network can provide a preliminary assessment of its attractiveness as a market segment, while analysis of its social and economic ties can guide the development of a targeting strategy. Two ethnic communities in Sydney, Australia are used to develop the argument.]]

KW - social networks

KW - economic aspects

KW - marketing

KW - ethnicity

KW - minorities

KW - Australia

UR - http://handle.uws.edu.au:8081/1959.7/36416

M3 - Conference Paper

SN - 8972183113

BT - Proceedings of the 2006 Cultural Perspectives on Marketing Conference, Academy of Marketing Science/Korean Academy of Marketing Science, 12 – 25 July, Seoul, Korea

PB - Korean Academy of Marketing Science

T2 - Academy of Marketing Science/Korean Academy of Marketing Science - Cultural Perspectives in Marketing Conference

Y2 - 1 January 2007

ER -

From ethnic to network marketing

Abstract

Conference

Keywords

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