Minority Marketing: Research Perspectives for the 1990s Proceedings of the 1993 Minority Marketing Congress /

• Corporate Author: SpringerLink (Online service)
• Other Authors: King, Robert L. (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science,
• Subjects: Business.; Marketing.; Leadership.; Sales management.; Business and Management.; Business Strategy/Leadership.; Sales/Distribution.

This volume includes the full proceedings from the 1993 Minority Marketing Congress held in Long Beach, Mississippi under the theme Minority Marketing: Research Perspectives for the 1990s. It provides a variety of quality research in the field of minority marketing in order to assimilate and enhance...

Table of Contents:

• Foreword
• Preface
• Marketing Strategies for Reaching Minority Markets
• Redefining Ethnic Market Segmentation
• An Assessment of the Impact of Racially Homogeneous Reference Groups on Strength of Ethnic Affiliation for Black Customers
• Initial Impressions in the Retail Buyer-Seller Dyad
• The Effects of Ethnicity and Income on the Reported Importance of Selected Retail  Store Evaluative Criteria
• Promoting to Minorities
• Media Usage and the Buying Behavior of Hispanics
• The Impact of Promotional Offers on the African American Customer
• Uptown Cigarettes
• An Empirical Investigation of the Impact of Viewers’ Race on their Association of Celebrities in Television Advertising
• An Analysis of Frequency Portrayal of Minority Models in Magazine Advertisements
• A Selected Bibliography on Marketing to African Americans and Hispanics Since the Late 1970s
• The Effect of Ethnic Acculturation on Advertising Perceptions
• Segmenting the Asian American Consumer Market
• Marketing Strategies for Asian-Americans
• Three Additional Factors of Native, American Purchase Behavior
• An Examination of the Ethical Dispensation of Health Care in the United States
• Employment Status as a Basis of Segmentation of Female Consumers’ Adaptive Shopping Behavior
• Societal Influences on Schematic Processing in the Service Encounter
• Marketing Credit/Mortgage Services in Under Served Markets
• Business Social Responsibility
• Trends and Strategies in the Marketing of Corporate Image and Identify in a Politically-Conscious South Africa.