Minority Marketing: Research Perspectives for the 1990s (eBook)

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.