Defense Date

7-12-2012

Graduation Date

2012

Availability

Immediate Access

Submission Type

dissertation

Degree Name

PhD

Department

Communication and Rhetorical Studies

School

McAnulty College and Graduate School of Liberal Arts

Committee Chair

Kathleen Glenister-Roberts

Committee Member

Calvin Troup

Committee Member

Janie Harden-Fritz

Keywords

Communitarian ethics, Community, Ethnic target marketing, IMC

Abstract

This research project will be designed such that the philosophical metaphors of community, culture and responsibility will be analyzed as they pertain to integrated marketing research. These metaphors will then be placed on top of a theoretical foundation based in communitarian ethics in order to provide a more culturally relevant framework for marketing to United States Hispanics. Lastly, a pedagogy for teaching this framework will be included as an application of the theory.

Specifically, in the introduction, the topic, research questions, arguments and thesis will be introduced. Introductory observations will be made on the size and importance of the Hispanic market to marketers, the historical evolution of the Hispanic market in the United States, today's Hispanic consumer, the Hispanic marketplace, the importance of Hispanic culture and la familia, the departure from marketing driven target marketing practices to a more IMC driven approach that privileges responsibility, relationship, community, and trust and then a proposal of the research to follow.

Format

PDF

Language

English

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