Abstract
While effective segmentation strategies have been developed for targeting the majority market, African American consumers have either been included in general market segmentation, or regarded as a separate, monolithic whole. This paper utilizes an historical/sociological approach to examine diversity among African Americans, and advocates research that explores the diverse segments among African American consumers.
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McKinley, L.A., Smith, J.R., Marshall, K.P. (2015). The Myth of the Monolithic Minority: The Renewed Call for Effective Segmentation of African American Consumers. In: Chebat, JC., Oumlil, A. (eds) Proceedings of the 1998 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17383-2_14
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