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

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 = "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 - 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 - 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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