The globalisation of the hip hop market
by Paulette K. Polley-Edmunds, Edgar L. Williams
International Journal of Management and Decision Making (IJMDM), Vol. 7, No. 5, 2006

Abstract: Marketers continually seek to uncover the next growing market segments and evolving lifestyle trends. Currently, Hip Hop is the lifestyle vogue that commands notice and constitutes one of the best revenue producers in retailing. It is not just a US phenomenon but an international experience that touches the lives of citizens globally. The research looks at how Hip Hop has grown in the USA, Europe, Latin America and Asia. Diffusion of Hip Hop is addressed, along with the ability of young people to purchase the associated items. Hip Hop as a marketing strategy began with clothing and accessories but marketers now use the lifestyle to sell products ranging from automobiles to cosmetics to pizzas. Modification of the culture's use in marketing strategies will continue to evolve as the demographics of Hip Hop devotees change.

Online publication date: Mon, 28-Aug-2006

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Management and Decision Making (IJMDM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com