Marketplace diversity and cost-effective marketing strategies
Document Type
Journal article
Source Publication
Journal of Consumer Marketing
Publication Date
1-1-2002
Volume
19
Issue
1
First Page
54
Last Page
73
Publisher
Emerald Publishing Limited
Keywords
Ethnic groups, market segmentation, marketing strategy, cost effectiveness, target marketing
Abstract
As the population and purchasing power of ethnic minority consumers in the USA continue to grow, more marketers are using subcultural segmentation and targeted marketing to reach these consumers. Meanwhile, some marketers have grown increasingly concerned with the cost-effectiveness of ethnic segmentation and differentiated marketing. This research reviews various methods for segmenting the ethnic markets and suggests the nested approach and cost-benefit optimization for analyzing the cost-effectiveness of ethnic segmentation and marketing. Furthermore, this research proposes four alternative strategies for marketing in a multicultural environment. Directions for future research and managerial implications are explored.
DOI
10.1108/07363760210414952
Print ISSN
07363761
E-ISSN
20521200
Publisher Statement
Copyright © MCB UP LIMITED
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Cui, G., & Choudhury, P. (2002). Marketplace diversity and cost-effective marketing strategies. Journal of Consumer Marketing, 19(1), 54-73. doi: 10.1108/07363760210414952