Ethical Issues in Ethnic Segmentation and Target Marketing

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


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 languageEnglish
Title of host publicationProceedings of the 1998 Multicultural Marketing Conference
ISBN (Electronic)9783319173832
ISBN (Print)9783319173825
Publication statusPublished - 1998
Externally publishedYes
EventThe Third Multicultural Marketing Conference - Canada, Montreal, Canada
Duration: 1 Jan 19981 Jan 1998


ConferenceThe Third Multicultural Marketing Conference
OtherThe Third Multicultural Marketing Conference

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