Title

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

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

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Full-text Version

Publisher’s Version

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