Abstract
Considerable research has been done on Black and Hispanic minority market segments. These markets are considered to be important, yet there is an untouched market, Asian Americans, waiting to be discovered by marketers. This group of consumers tend to be better educated and to have higher incomes than other minorities. The purpose of this paper is to examine this minority. Life insurance and real estate represent two markets where some firms have benefited by developing specific marketing mixes for the Asian-American market.
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Lee, M., Cooke, E.F. (2015). Asian Americans: Demographic of an Ignored Target Market. In: King, R. (eds) Minority Marketing: Issues and Prospects. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17392-4_20
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DOI: https://doi.org/10.1007/978-3-319-17392-4_20
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17391-7
Online ISBN: 978-3-319-17392-4
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