Борьба за успех: поисковое исследование рыночных стратегий мелких этнических розничных торговцев Соединенного Королевства
Джамал А.

Понятийная база;
Метод исследования;
Маркетинговые приемы, направленные на завоевание лояльности потребителей и внушение им ощущения идентичности;
Обсуждение, выводы и практические рекомендации;

Аннотация

В основе этой статьи — исследование мелких этнических предприятий розничной торговли и их целевых потребителей в Соединенном Королевстве. Утверждается, что у этнических предпринимателей существует целый ряд методов сбыта, свидетельствующих об их компетентности, инновациях и организационных возможностях, позволяющих успешно функционировать в условиях конкуренции. При этом рассматривается противоречивый характер этих сбытовых методов, раскрывается роль этнических предпринимателей как бикультурных посредников, стремящихся к налаживанию многосторонних взаимодействий через своих потребителей, относящихся к разным этносам. В статье обсуждаются перспективы для специалистов по маркетингу ведущих брендов, заинтересованных в таргетировании потребителей, относящихся к этническим меньшинствам.

Журнал: «Маркетинг-дайджест» — №3, 2005 (© Издательский дом Гребенников)
Объем в страницах: 21
Кол-во знаков: около 62,390

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Джамал Ахмед

Получил степень Ph. D. в 1997 г. в Центре подготовки менеджеров при Брэдфорском университете, в настоящее время читает лекции по маркетингу в Кардиффской бизнес-школе.
В сферу его научных интересов входит взаимосвязь маркетинга, этнических проблем, потребления, удовлетворенности потребителей и оценки потребителями брендов и технологий.
Его работы публиковались в следующих изданиях: Journal of Retailing and Consumer Services, Journal of Marketing Management, Advances in Consumer Research, Journal of Consumer Behavior, Journal of Marketing Intelligence and Planning, International Journal of Bank Marketing, British Food Journal, и European Journal of Marketing. (Великобритания).