Many marketers have attempted to garner the market potential among ethnic minorities in the US, who have experienced tremendous growth in population and purchasing power. While more marketers are using ethnic segmentation and targeted marketing to reach these consumers, some have grown increasingly concerned with the impact of differentiated marketing on organizational efficiency and marketing performance. This research examines the costs and benefits associated with ethnic segmentation and marketing mix differentiation, and discusses managerial implications for improving marketing performance.
|Title of host publication||Proceedings of the 1998 Multicultural Marketing Conference|
|Editors||Jean-Charles Chebat, A. Ben Oumlil|
|Publication status||Published - 1998|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|