Abstract
Original language | English |
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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 | |
Publication status | Published - 1998 |
Externally published | Yes |
Publication series
Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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Publisher | Springer |
ISSN (Print) | 2363-6165 |
ISSN (Electronic) | 2363-6173 |
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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) › Research › peer-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 -