Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries.

‘I am pleased to see a serious effort to provide students, academics, and practitioners with a treaty on how to address ethnicity in marketing and advertising. This is an historic breakthrough.’ - Felipe Korzenny, Ph.D., Director and Professor, Center for Hispanic Marketing Communication, Florida State University, USA and Co-author of ‘Hispanic Marketing: Connecting with the New Latino Consumer’

‘In an age of confusion and ignorance regarding how to understand ethnic minority markets this book makes a welcomed contribution.’ - Dr Andrew Lindridge, The Open University Business School, UK

‘This book provides a comprehensive and structured approach to the theory and practice of ethnic marketing with insights from experts in this field. It is a valuable practical guide to researchers and practitioners of ethnic marketing.’ - Alvin Chan, Lecturer in Marketing, University of Western Sydney, and a former judge of the Multicultural Marketing Awards held by the Ethnic Affairs Commission of New South Wales, Australia.

Guilherme D. Pires is Associate Professor and Head of the Marketing Discipline and the DBA Program Convenor at the Newcastle Business School, University of Newcastle, Australia. John Stanton is Associate Professor and Director of Academic Programmes in Economics and Finance at the School of Business, University of Western Sydney, Australia.