Marketing to ethnic minority consumers : a historical journey (1932-1997)

Research output: Journal PublicationsJournal Article (refereed)peer-review

47 Citations (Scopus)


This study provides a historical survey of the research on ethnic minority consumers and related marketing issues and includes more than two hundred articles and books dated from 1932 to 1997. Quantitative analyses of longitudinal data reveal several historical transitions and the amount of research activities in various subject areas, thus providing an overview of the history and recent development in this area. Content analyses identify the key research topics, theoretical propositions, and empirical findings. It further explores directions for future research and provides suggestions for marketing educators, researchers, and practitioners.
Original languageEnglish
Pages (from-to)23-31
Number of pages9
JournalJournal of Macromarketing
Issue number1
Publication statusPublished - 1 Jun 2001
Externally publishedYes


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