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Marketing Strategies in A Multi-Ethnic Environment

Marketing Strategies in A Multi-Ethnic Environment Recent demographic changes indicate the increasing importance of ethnic minority consumers in American society. A Review of practices of Marketing towards ethnic minorities reveals several perspectives: traditional Marketing, separated Marketing, integrated Marketing and multicultural Marketing. The article adapts research in international Marketing and proPostes a framework of four distinctive strategies for Marketing to ethnic consumers: total standardization, product adaptation, Advertising adaptation and ethnic Marketing. Factors that influence the selection and implementation of the strategies are examined, such as product preference, ethnic identification, acculturation and Advertising responses. Managerial implications for firms to reach ethnic markets are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Theory & Practice Taylor & Francis

Marketing Strategies in A Multi-Ethnic Environment

Journal of Marketing Theory & Practice , Volume 5 (1): 13 – Jan 1, 1997
13 pages

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References (26)

Publisher
Taylor & Francis
Copyright
Copyright 1997, Association of Marketing Theory and Practice, Inc. All rights reserved.
ISSN
1944-7175
eISSN
1069-6679
DOI
10.1080/10696679.1997.11501756
Publisher site
See Article on Publisher Site

Abstract

Recent demographic changes indicate the increasing importance of ethnic minority consumers in American society. A Review of practices of Marketing towards ethnic minorities reveals several perspectives: traditional Marketing, separated Marketing, integrated Marketing and multicultural Marketing. The article adapts research in international Marketing and proPostes a framework of four distinctive strategies for Marketing to ethnic consumers: total standardization, product adaptation, Advertising adaptation and ethnic Marketing. Factors that influence the selection and implementation of the strategies are examined, such as product preference, ethnic identification, acculturation and Advertising responses. Managerial implications for firms to reach ethnic markets are discussed.

Journal

Journal of Marketing Theory & PracticeTaylor & Francis

Published: Jan 1, 1997

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