Chapter 6 – Marketing System Performance and Minority Consumers: Public Policy Alternatives

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Chapter 6 of Minorities and Marketing: Research Challenges

The chapter presents an overview of public policy alternatives for change in the marketing system with reference to minority groups. The focus is on consumer, marketer, and system-change programs, policies, and other efforts designed to improve marketing system performance. An integral part of the discussion are the requirements and prospects for change and improvement.

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Book Information

Pages: 27
Published: 1977
New Copyright: 2011
ISBN: 9781613112076
Categories:, , , ,
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Author information


Thaddeus H. Spratlen Thaddeus H. Spratlen

Thaddeus H. Spratlen is the Emeritus Professor of Marketing at the University of Washington. He was the founding Faculty Director of the Business and Economic Development Center at the Foster School of Business at the University of Washington. He was the first African American professor hired at the Foster School of Business and the first to receive tenure. He was at the Foster School of Business from 1975 until his retirement in 2002. Prior to joining the UW faculty in 1972 he held regular appointments at Western (1961-69) and in the Graduate School of Management, UCLA (1969-72).

Professor Spratlen received his PhD, his MA, and his BS from Ohio State University. His specialties are retailing management and strategy, marketing and urban enterprise development, social issues in business, government regulation and public policy in tobacco advertising and harmful products, affirmative action.

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