Minority Marketing: Research Perspectives for the 1990s

Proceedings of the 1993 Minority Marketing Congress

  • Robert L. King
Conference proceedings

Table of contents

  1. Front Matter
    Pages i-xi
  2. C. P. Rao, David L. Kurtz
    Pages 1-7
  3. Tony L. Henthorne, Michael S. LaTour, Alvin J. Williams
    Pages 18-22
  4. C. M. Kochunny, Hudson Rogers
    Pages 29-32
  5. Henry L. Stewart III, Hudson P. Rogers, Mazharul Haque
    Pages 33-36
  6. MonLe-Lee, Andy M. Liebman, Margaret Mary Liebman
    Pages 53-58
  7. Geng Cui, Kathleen VanScoyoc Powell
    Pages 68-72
  8. Paulette K. Polley, Douglas R. Hausknecht
    Pages 81-85
  9. Michael A. Jones, Rick Weible
    Pages 86-89
  10. Back Matter
    Pages 115-115

About these proceedings


​This volume includes the full proceedings from the 1993 Minority Marketing Congress held in Long Beach, Mississippi under the theme Minority Marketing: Research Perspectives for the 1990s. 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 advertising, promotion and consumer behavior.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​


Academy of Marketing Science Advertising Customer Behavior Marketing Research Minority Enterprises Minority Marketing

Editors and affiliations

  • Robert L. King
    • 1
  1. 1.University of RichmondRichmondUSA

Bibliographic information

  • DOI
  • Copyright Information Academy of Marketing Science 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-17385-6
  • Online ISBN 978-3-319-17386-3
  • Series Print ISSN 2363-6165
  • Series Online ISSN 2363-6173
  • Buy this book on publisher's site
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