Ethical Issues in Ethnic Segmentation and Target Marketing

Geng CUI

doi:10.1007/978-3-319-17383-2_13

Ethical Issues in Ethnic Segmentation and Target Marketing

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

Abstract

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.

Original language	English
Title of host publication	Proceedings of the 1998 Multicultural Marketing Conference
Publisher	Springer
Pages	87-91
ISBN (Electronic)	9783319173832
ISBN (Print)	9783319173825
DOIs	https://doi.org/10.1007/978-3-319-17383-2_13
Publication status	Published - 1998
Externally published	Yes
Event	The Third Multicultural Marketing Conference - Canada, Montreal, Canada Duration: 1 Jan 1998 → 1 Jan 1998

Conference

Conference	The Third Multicultural Marketing Conference
Country/Territory	Canada
City	Montreal
Period	1/01/98 → 1/01/98
Other	The Third Multicultural Marketing Conference

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10.1007/978-3-319-17383-2_13

Cite this

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title = "Ethical Issues in Ethnic Segmentation and Target Marketing",

abstract = "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{\textquoteright} 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.",

author = "Geng CUI",

year = "1998",

doi = "10.1007/978-3-319-17383-2_13",

language = "English",

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AB - 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.

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U2 - 10.1007/978-3-319-17383-2_13

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M3 - Conference paper (refereed)

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EP - 91

BT - Proceedings of the 1998 Multicultural Marketing Conference

PB - Springer

T2 - The Third Multicultural Marketing Conference

Y2 - 1 January 1998 through 1 January 1998

ER -

Ethical Issues in Ethnic Segmentation and Target Marketing

Abstract

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