New directions in intra-cultural marketing research

Rebeca Perren

Chapter 16 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 211-218 from Edward Elgar Publishing

Abstract: This final chapter integrates insights from the preceding chapters and introduces new ways of thinking of segmentation - the central construct of this handbook. This concluding section summarizes the contributions of the chapters in Table 16.1 according to the topic and sub-culture addressed. The table highlights the breadth of segments covered by the chapters and how a nuanced understanding of sub-cultures can be leveraged to further marketing research and practice. This is followed by a discussion that integrates the contributions to this volume and raises questions at the intersection of segmentation, technology, and sub-cultures. Lastly, Table 16.2 summarizes the emerging research questions, providing future direction for scholars seeking to pursue intra-cultural research.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
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