Incorporating ethnicity into marketing intelligence and planning

Ethnicity is an important marketing concept in multicultural societies but it has not attracted significant amounts of attention in either marketing theory or practice. To some extent this situation is changing, albeit slowly. In the USA marketers are becoming more aware of the power of the ethnic market and are becoming more inclined to meet their needs (Holland and Gentry, 1999). However, it also needs to be recognised that although one third of the USA population are from ethnic minorities they are under-represented in survey samples and journal articles (Stern, 1999; Williams, 1995). The existing US research is also very...