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Creating Brand Names: Strategic and International Considerations Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Marketing to Ethnic Minorities in Britain

Authors : Sonny Nwankwo, Andrew Lindridge

Published in: Proceedings of the 1996 Multicultural Marketing Conference

Publisher: Springer International Publishing

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Against the backdrop of the growing ethnic minority population in Britain and dearth of information in relation to marketing to this segment of the population, this paper adresses the underpinning factors inhibiting marketing practices in this area. It does this by scanning and crystallizing key ethno-environmental issues and providing a schema for clearer segmentation and targeting.

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previous chapter A Scale for Assessing Multicultural Ethical Sensitivities to Information Disclosure on Hiv/Aids and Cancer
next chapter Cigarette Advertising and Smoking: A Comparison of White and African American Teenagers
Metadata
Title
Marketing to Ethnic Minorities in Britain
Authors
Sonny Nwankwo
Andrew Lindridge
Copyright Year
2015
Book
Proceedings of the 1996 Multicultural Marketing Conference

Print ISBN: 978-3-319-17394-8

Electronic ISBN: 978-3-319-17395-5

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17395-5_47