12Promotion and Personalization

Focus on the promotional element of the marketing mix in this chapter is on its use in the targeting of minority ethnic groups by ethnic minority businesses, while taking into account that the meaning of communications with co-ethnics may be lost or even have negative effects if directed to other targets. Emphasis is also given to a preference for co-ethnic exchanges with communications in the mother language, although this preference does not imply ethnic minority consumers’ inability to access and understand communications designed for other markets. Furthermore, ethnic minority business’ marketing communications need to be integrated across media and in time and to account for the possibility of segments making ...

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