Title

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

Document Type

Journal article

Source Publication

Journal of Macromarketing

Publication Date

6-1-2001

Volume

21

Issue

1

First Page

23

Last Page

31

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.

DOI

10.1177/0276146701211003

Print ISSN

02761467

E-ISSN

15526534

Publisher Statement

Copyright © 2001 Sage Publications

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Full-text Version

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Recommended Citation

Cui, G. (2001). Marketing to ethnic minority consumers: A historical journey (1932-1997). Journal of Macromarketing, 21(1), 23-31. doi: 10.1177/0276146701211003