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Introduction and overview to the Handbook of Research on Ethnic andIntra-cultural Marketing

In: Handbook of Research on Ethnic and Intra-cultural Marketing

Author

Listed:
  • Glen H. Brodowsky

Abstract

This opening chapter presents an overview of this volume and outlines its organization. It explains the genesis of this project as an outgrowth of A Handbook of Cross-Cultural Marketing (Brodowsky and Schuster 2020). Particular emphasis is placed upon importance of market segmentation along a number of dimensions including ethnicity, race, generation, sexual and gender orientation, and religion. The editor shares his own experiences learning not only about other cultures, but also explores his own biases and misconceptions of his own culture. In doing so, he demonstrates how much we all have to learn about cross- and intra-cultural differences and similarities.

Suggested Citation

  • Glen H. Brodowsky, 2022. "Introduction and overview to the Handbook of Research on Ethnic andIntra-cultural Marketing," Chapters, in: Glen H. Brodowsky & Camille P. Schuster & Rebeca Perren (ed.), Handbook of Research on Ethnic and Intra-cultural Marketing, chapter 1, pages 1-12, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:20406_1
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