In light of increasing diversity in the marketplace, marketers more than ever are using ethnic segmentation and marketing to reach various consumer groups. While some companies have become increasingly sophisticated in marketing to ethnic consumers, others’ attempts have misfired and created much controversy, calling for a closer examination of the validity and potential pitfalls of ethnic segmentation and marketing. This research analyzes the ethical issues associated with ethnic segmentation and marketing, and explores managerial implications for devising effective and socially responsible marketing programs.
|Title of host publication||Proceedings of the 1998 Multicultural Marketing Conference|
|Publication status||Published - 1998|
|Event||The Third Multicultural Marketing Conference - Canada, Montreal, Canada|
Duration: 1 Jan 1998 → 1 Jan 1998
|Conference||The Third Multicultural Marketing Conference|
|Period||1/01/98 → 1/01/98|
|Other||The Third Multicultural Marketing Conference|