CHICAGO, June 20, 2013 /PRNewswire-USNewswire/ -- As the global marketplace becomes increasing connected and diverse, firms are seeking ways to increase opportunities for the pursuit of emerging markets both locally (e.g., multiethnic marketing) and abroad (e.g., cross cultural marketing), and to connect research in this domain to public policy. To address this need, the latest issue of Journal of Public Policy & Marketing (JPP&M), published by the American Marketing Association focuses on the topic of diversity and inclusion. Edited by Geraldine Rosa Henderson and Jerome D. Williams, leading scholars and experts in the field of multicultural marketing, this special issue marks a pivotal stage in this research domain.
In keeping with the theme of the issue, a diverse group of contributors report on research covering a wide array of topics and methods, including conceptual, empirical, and theoretical pieces. In addition, the papers and essays cover topics related to qualitative and quantitative research, scales, race/ethnicity, class, sexual orientation, global/international considerations, just to name a few.
Henderson and Williams discuss how all of the papers in this special issue address one or more of the marketplace interactions of business-to-consumer, consumer-to-business, and consumer-to-consumer. In addition, they elaborate on how the collection of papers not only capture the history/future of research on marketplace diversity, but how they also capture the various marketplace interactions through thematic lenses such as exclusion, identity, societal issues, and diversity measurement. All seventeen papers may be found in the JPPM special issue, Volume 32, 2013.
According to Henderson and Williams, "New attention is needed for often overlooked and undervalued consumers. Some would argue that there has been sufficient attention to these groups but perhaps the problem, from a public policy perspective, is with the marketing strategies that have been used to attract and retain their patronage. In this special issue, we argue that it is no longer a viable strategy for companies to stick their collective 'heads in the sand.' Instead, we argue that now the private and public sectors should enact policies to ensure active interest in, and respect for, diverse marketplaces throughout the globe."
As noted by one of the articles in the special issue, and by research conducted by Henderson and Williams, less than 3% of all subjects in research studies published in JPPM and the major marketing and consumer behavior journals represent subjects from diverse backgrounds. It is the hope of Henderson and Williams that more marketing and public policy scholars will begin to fill the gap in conducting research in this much needed domain. This special issue is a significant step in that direction.
About the American Marketing Association:
The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Learn more at marketingpower.com.
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SOURCE American Marketing Association