ethnic marketing

ethnic marketing

Develop a plan for ethnic marketing by detailing at least two examples of how different companies are targeting ethnic groups.
– Strict adherence to the scholarly apparatus of referencing and bibliography. If in
doubt, consult the following site on academic referencing: https://libweb.anglia.ac.uk/referencing/harvard.htm

There is a main course textbook:
Baines, et al, Marketing, 2nd Edition, Oxford University Press, 2011. Hereafter M.
Online resource: https://global.oup.com/uk/orc/busecon/business/baines2e/

There is an online secondary textbook:
Drummond and Ensor, Introduction to Marketing Concepts (Oxford: Elsevier Butterworth-Heinemann Publications, 2005) ? hereafter IMC.

However, students are expected to use a variety of materials for their essays and to prepare for each seminar by reading the essential reading(s).
Other secondary sources that students are encouraged to refer to include:
Journal of Marketing
Journal of Consumer Behaviour Journal of Marketing Communication Journals of Advertising
International Journal of Advertising
Some useful Database website: Mintel Report
Fame Report
UK National Statistic

From Essential Reading
M ? Chapter 3: Consumer Buying Behavior
Suggested:
IMC Chapter 1.3: Creating Customer value and satisfaction

Supplementary Readings:

Anon. (2008), ?Why target the gay marketing pink pound? 81 billion good reasons?, PRWeb, 15 May.

Cui, G. (1997), ?Marketing Strategies in a multi-ethnic environment?, Journal of Marketing Theory and Practice, 5, 1, 122-35.
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