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Minority Marketing: Issues and Prospects : Proceedings of the 1987 Minority Marketing Congress

Author: Robert L King
Publisher: Cham : Springer International Publishing : Imprint : Springer, 2015.
Series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This volume includes the full proceedings from the 1987 Minority Marketing Congress held in Greensboro, North Carolina under the theme Minority Marketing: Issues and Prospects. It provides a variety of quality research in the field of minority marketing in order to assimilate and enhance knowledge of marketing practices for minority enterprises. It includes papers on various topics in minority marketing including  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Printed edition:
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Robert L King
ISBN: 9783319173924 3319173928 9783319173917 331917391X
OCLC Number: 912399229
Description: 1 online resource (XV, 161 pages) : online resource.
Contents: SPECIAL ACKNOWLEDGEMENTS; ACADEMY OF MARKETING SCIENCE OFFICERS; BOARD OF GOVERNORS; SPECIAL APPRECIATION ... ; Program The First Conference on Minority Marketing; FOREWORD; TABLE 0F CONTENTS; MINORITY MARKETING: THEN AND NOW; Decline and Causes; The Future; References; MACRO CONSUMPTION PATTERNS OF BLACK AMERICAN HOUSEHOLDS; Abstract; Introduction; Methodology; Demographics; Household Income and Taxes; Household Purchasing Patterns; Discussion; References; PROBLEMS ASSOCIATED WITH TREATING THE ELDERLY AS A HOMOGENEOUS MARKET; INTRODUCTION; SEGMENTS FOUND IN THE ELDERLY MARKFT. PROBLEMS CREATED BY AGGREGATING THE ELDERLYCONCLUSION; REFERENCES; AN EXPORATORY EXAMINATION OF RACIAL BIAS IN MEASURES OF CONSUMER SOCIALIZATION; Abstract; Introduction; Validity Assessment; The Socialization Perspective; Research Questions; Method; Results; Conclusion; References; DETERMINING BLACK EXPENDITURE PATTERNS USING ELASTICITY COEFFICIENTS: DEVELOPING A PROFILE; Abstract; Introduction; Methodology; Results; Discussion and Interpretation; Food at Home; Food Away From Home; Alcoholic Beverages; Tobacco Products; Housing; Clothing/Apparel; Transportation; Health Care; Personal Care. Recreation (Entertainment)Reading Materials; Education; Miscellaneous; Personal Insurance & Pensions; Gifts and Contributions; Conclusion; References; CAN STANDARD RESEARCH METHOD BE USED IN STUDYING MINORITY (HISPANIC) SBGMENTS?; Introduction; 1. The components of the research methods; 2. Is the problem always; ever the same in the Hispanic market as in the Anglo market?; 3. Defining the universe; 4. Drawing The Sample; 5. Interview Method; Designing the questionnaire instrument; Personal, door-to-door; central location Studies; 6. The Questionnaire. THE NOTION OF SOCIAL CLASS AND THE MINORITY BUYERAbstract; Introduction; The Notion of Social Class; Towards a Unidimensional Measure of Social Class; A Multidimensional Measure of Social Class; Problems Encountered in Measuring Social Class; Towards a Model For Defining Social Class Along Racial Lines; SOCIETY; Social Class, Marketing and Minorities; Conclusion; References; ATTRIBUTE VS ACTIVITY ORIENTATION AS RELATED TO SUB-CULTURE PURCHASE BEHAVIOR DIFFERENCES; Abstract; Introduction; The Sample; The Hypothesis; Variables; Findings and Discussion; Conclusions and Recommendations.
Series Title: Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Responsibility: edited by Robert L. King.

Abstract:

This volume includes the full proceedings from the 1987 Minority Marketing Congress held in Greensboro, North Carolina under the theme Minority Marketing: Issues and Prospects.  Read more...

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