While effective segmentation strategies have been developed for targeting the majority market, African American consumers have either been included in general market segmentation, or regarded as a separate, monolithic whole. This paper utilizes an historical/sociological approach to examine diversity among African Americans, and advocates research that explores the diverse segments among African American consumers.
CITATION STYLE
McKinley, L. A., Smith, J. R., & Marshall, K. P. (2015). The Myth of the Monolithic Minority: The Renewed Call for Effective Segmentation of African American Consumers. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 92–99). Springer Nature. https://doi.org/10.1007/978-3-319-17383-2_14
Mendeley helps you to discover research relevant for your work.