Abstract
Hispanics, Asians, and African-Americans are a huge growth market in the United Stales. These minority groups are geographically concentrated and marketers need to understand these concentrations of minorities so advertising can reach targeted populations. By learning minorities' characteristics and attributes, marketers can position themselves for success in the future.
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Rao, C.P., Kurtz, D.L. (2015). Marketing Strategies for Reaching Minority Markets. In: King, R. (eds) Minority Marketing: Research Perspectives for the 1990s. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17386-3_1
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DOI: https://doi.org/10.1007/978-3-319-17386-3_1
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