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

Oleh:

Cui, Geng

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 21 no. 1 (Apr. 2001), page 23-31.
Fulltext: 23.pdf (113.71KB)

Isi artikel

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.

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