Effective Strategies for Ethnic Segmentation and Marketing

Geng CUI; Pravat Choudhury

doi:10.1007/978-3-319-17383-2_69

Effective Strategies for Ethnic Segmentation and Marketing

Geng CUI, Pravat Choudhury

Research output: Book Chapters | Papers in Conference Proceedings › Conference paper (refereed) › peer-review

Abstract

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.

Original language	English
Title of host publication	Proceedings of the 1998 Multicultural Marketing Conference
Editors	Jean-Charles Chebat, A. Ben Oumlil
Publisher	Springer
Chapter	69
Pages	354-358
ISBN (Electronic)	9783319173832
ISBN (Print)	9783319173825
DOIs	https://doi.org/10.1007/978-3-319-17383-2_69
Publication status	Published - 1998
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Publisher	Springer
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Access to Document

10.1007/978-3-319-17383-2_69

http://link.springer.com/10.1007/978-3-319-17383-2_69

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title = "Effective Strategies for Ethnic Segmentation and Marketing",

abstract = "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.",

author = "Geng CUI and Pravat Choudhury",

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language = "English",

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series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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pages = "354--358",

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booktitle = "Proceedings of the 1998 Multicultural Marketing Conference",

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Effective Strategies for Ethnic Segmentation and Marketing. / CUI, Geng; Choudhury, Pravat.

Proceedings of the 1998 Multicultural Marketing Conference. ed. / Jean-Charles Chebat; A. Ben Oumlil. Springer, 1998. p. 354-358 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Book Chapters | Papers in Conference Proceedings › Conference paper (refereed) › peer-review

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AB - 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.

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