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.","abstract_html":"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.</p><p> 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.","abstract_has_math":false,"creators":["Murphy Gerber, Denise Christine"],"institution":null,"degree_name":"PhD","degree_level":"Immediate Access","degree_discipline":"Communication and Rhetorical Studies","degree_department":null,"school":null,"contributors":["Kathleen Glenister-Roberts","Calvin Troup","Janie Harden-Fritz"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2012,"date_issued":"2012-01-01T08:00:00Z","date_published":"2012-01-01T08:00:00Z","updated_at":"2026-07-24T02:10:15Z","subjects":["Communitarian ethics","Community","Ethnic target marketing","IMC"],"languages":["English"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dsc.duq.edu/etd/964","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Kathleen Glenister-Roberts","Calvin Troup","Janie Harden-Fritz"]},{"key":"dc:creator","label":"Author","values":["Murphy Gerber, Denise Christine"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2018-08-03T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication and Rhetorical Studies"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Immediate Access"]},{"key":"thesis:degree_name","label":"Degree Name","values":["PhD"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Communitarian ethics","Community","Ethnic target marketing","IMC"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["English"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dsc.duq.edu/etd/964"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["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."]},{"key":"dc:title","label":"Title","values":["Integrated Marketing Communication (IMC) and Ethnic Target Marketing: A Communitarian Ethical Framework in Action"]}]}],"canonical_facts":{"dc:contributor":["Kathleen Glenister-Roberts","Calvin Troup","Janie Harden-Fritz"],"dc:creator":["Murphy Gerber, Denise Christine"],"dc:date.available":["2018-08-03T07:00:00Z"],"dc:description.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."],"dc:identifier":["https://dsc.duq.edu/etd/964"],"dc:language":["English"],"dc:subject":["Communitarian ethics","Community","Ethnic target marketing","IMC"],"dc:title":["Integrated Marketing Communication (IMC) and Ethnic Target Marketing: A Communitarian Ethical Framework in Action"],"thesis:degree_discipline":["Communication and Rhetorical Studies"],"thesis:degree_level":["Immediate Access"],"thesis:degree_name":["PhD"]},"updated_at":"2026-07-24T02:10:15Z"}