Marketplace diversity and cost-effective marketing strategies

Journal of Consumer Marketing

Volumn 19, Issue 1, 2002, Pages 54-73

  Cui, Geng ^a   Choudhury, Pravat ^b  

^a LINGNAN UNIVERSITY   (Hong Kong)

^b HOWARD UNIVERSITY   (United States)

Author keywords

Cost effectiveness; Ethnic groups; Market segmentation; Marketing strategy; Target marketing

Indexed keywords

EID: 3242677273     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760210414952     Document Type: Review

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