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Marketing to Ethnic Minority Consumers: A Historical Journey (1932-1997)

Marketing to Ethnic Minority Consumers: A Historical Journey (1932-1997) 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Macromarketing SAGE

Marketing to Ethnic Minority Consumers: A Historical Journey (1932-1997)

Journal of Macromarketing , Volume 21 (1): 9 – Jun 1, 2001

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References (51)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
0276-1467
eISSN
1552-6534
DOI
10.1177/0276146701211003
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of MacromarketingSAGE

Published: Jun 1, 2001

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