Effective Strategies for Ethnic Segmentation and Marketing

Geng CUI, Pravat Choudhury

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-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 languageEnglish
Title of host publicationProceedings of the 1998 Multicultural Marketing Conference
EditorsJean-Charles Chebat, A. Ben Oumlil
PublisherSpringer
Chapter69
Pages354-358
ISBN (Electronic)9783319173832
ISBN (Print)9783319173825
DOIs
Publication statusPublished - 1998
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
PublisherSpringer
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Fingerprint

Marketers
Marketing
Segmentation
Marketing performance
Organizational efficiency
Market potential
Purchasing power
Marketing mix
Ethnic minorities
Costs and benefits

Cite this

CUI, G., & Choudhury, P. (1998). Effective Strategies for Ethnic Segmentation and Marketing. In J-C. Chebat, & A. B. Oumlil (Eds.), Proceedings of the 1998 Multicultural Marketing Conference (pp. 354-358). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer. https://doi.org/10.1007/978-3-319-17383-2_69
CUI, Geng ; Choudhury, Pravat. / Effective Strategies for Ethnic Segmentation and Marketing. Proceedings of the 1998 Multicultural Marketing Conference. editor / Jean-Charles Chebat ; A. Ben Oumlil. Springer, 1998. pp. 354-358 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
@inproceedings{68f129d161df4873b78022a29940cd1a,
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",
year = "1998",
doi = "10.1007/978-3-319-17383-2_69",
language = "English",
isbn = "9783319173825",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer",
pages = "354--358",
editor = "Jean-Charles Chebat and Oumlil, {A. Ben}",
booktitle = "Proceedings of the 1998 Multicultural Marketing Conference",

}

CUI, G & Choudhury, P 1998, Effective Strategies for Ethnic Segmentation and Marketing. in J-C Chebat & AB Oumlil (eds), Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 354-358. https://doi.org/10.1007/978-3-319-17383-2_69

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 ProceedingsConference paper (refereed)Researchpeer-review

TY - GEN

T1 - Effective Strategies for Ethnic Segmentation and Marketing

AU - CUI, Geng

AU - Choudhury, Pravat

PY - 1998

Y1 - 1998

N2 - 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.

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.

U2 - 10.1007/978-3-319-17383-2_69

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

M3 - Conference paper (refereed)

SN - 9783319173825

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 354

EP - 358

BT - Proceedings of the 1998 Multicultural Marketing Conference

A2 - Chebat, Jean-Charles

A2 - Oumlil, A. Ben

PB - Springer

ER -

CUI G, Choudhury P. Effective Strategies for Ethnic Segmentation and Marketing. In Chebat J-C, Oumlil AB, editors, Proceedings of the 1998 Multicultural Marketing Conference. Springer. 1998. p. 354-358. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). https://doi.org/10.1007/978-3-319-17383-2_69