10Ethnic Entrepreneurship and the Marketing Mix

Theory, Practice, Strategy and the Segmentation Dilemma

The discussion of ethnic entrepreneurship and ethnic minority businesses in previous chapters identified relatively extensive research on supply and demand issues that pertain, directly or indirectly, to minority ethnic groups within culturally diverse countries. Much less attention has been given to ethnic marketing strategic practices by consideration of what businesses targeting minority ethnic groups actually do. One possible explanation is that extant research tends to concur that there is a gap between strategic discussions grounded or theoretical/logical reasoning (Pires and Stanton, 2015), and what marketing practitioners do in practice, ...

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