Abstract
Indian immigrants in the U.S. offer marketers an appealing array of demographic characteristics. Yet few of them target the segment. The paper is an exploratory attempt to understand the apparent paradox. Discussion that follows includes a review of the Indian-American segment along with an assessment of its marketing strengths and weaknesses.
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Kochunny, C.M. (2015). Indian Americans: The Forgotten Segment. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_72
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DOI: https://doi.org/10.1007/978-3-319-17395-5_72
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
Online ISBN: 978-3-319-17395-5
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