areas: society: materials

ARContribution by Sameer Deshpande, Geraldine Rosa Henderson and Guilherme Pires

This page contains course materials of use in teaching Ethnic Marketing:

Textbooks:

Guilherme D. Pires, P. John Stanton (2005), Ethnic Marketing: Accepting the Challenge of Cultural Diversity, Thomson (London), ISBN 1861529961

Cases available from http://store.darden.virginia.edu that deal with ethnic marketing:

The Emerge Magazine Case focuses on issues of Market Definition and Positioning.  The Gentle Glisten case focuses on channel conflict issues that arise when the manufacturer of black hair care products has to decide whether to introduce a product in the retail market that had been salon-only.  Incidentally, both of these cases also touch on issues of entrepreneurship since each firm is black-owned.  A third case, Snibbie, is forthcoming, and also deals with issues of black entrepreneurship, although the company's products are targeted to anyone who has child care responsibility, regardless of race/ethnicity.

Related Article:

Freimuth, Vicki S. and Mettger, Wendy (1990), "Is There a 'Hard-to-Reach' Audience?" Public Health Reports, 105, 3 (May-June 1990), 232-238.