Effective Strategies for Ethnic Segmentation and Marketing

Geng CUI, Pravat Choudhury

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review


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
ISBN (Electronic)9783319173832
ISBN (Print)9783319173825
Publication statusPublished - 1998
Externally publishedYes

Publication series

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

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