Marketing to Heterogeneous Black Consumers

Abstract

Research concerning marketing to the black community has been plentiful in the past decade, and for good reason: there are 23 million black Americans, who spend $33.0 billion annually. But the results of the descriptive research on the black consumer have been largely contradictory. This article makes recommendations for considering those contradictions and arriving at effective black marketing mix strategies.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 10 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.