Marketing Theory

Minorities and Marketing is a collection of articles designed to further investigations and knowledge of minority marketing research. The primary focus is on the major unresolved issues and problems in the field. In its goal to present relevant methodologies and theories to deal with these issues, the text offers the following discussions:

• Establishing specific fundamental propositions regarding consumer behavior to serve as the foundation for systematic analysis;
• The changes and cause of changes in low-income commercial structures, with particular emphasis on the needs and opportunities for research;
• An overview of public policy alternatives for change in the marketing system with reference to minority groups; and
• A review of the relevant concepts regarding consumer credit decisions, paying particular attention to the question of whether there is a distinct low-income segment of credit users who differ form the general population.

With Minorities and Marketing, an invaluable contribution has been made to the study of consumer behavior and marketing research, particularly in regards to disadvantaged communities and buyers. This insightful and highly relevant text will prove to be a useful research tool for faculty and students of marketing research, consumer behavior, public policy, and economics.

Table of Contents

1. Disadvantaged Consumers: Research Dimensions
2. Structural Dynamics of the Ghetto Marketplace
3. Competition and Economic Dualism in the Ghetto Marketplace
4. Clothing, Race, and Consumer Decision Making
5. Research Needs in Consumer Credit: The Problems of Low-Income and Minority Consumers
6. Marketing System Performance and Minority Consumers: Public Policy Alternatives