Minority Marketing: Issues and Prospects Proceedings of the 1987 Min
This volume includes the full proceedings from the 1987 Minority Marketing Congress held in Greensboro, North Carolina under the theme Minority Marketing: Issues and Prospects. It provides a variety of quality research in the field of minority marketing
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Robert L. King Editor
Minority Marketing: Issues and Prospects Proceedings of the 1987 Minority Marketing Congress
Minority Marketing: Issues and Prospects
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Robert L. King Editor
Minority Marketing: Issues and Prospects Proceedings of the 1987 Minority Marketing Congress Presented by the Academy of Marketing Science, The Citadel, and North Carolina A & T State University
Greensboro, North Carolina November 12-14, 1987
Editor Robert L. K ing The Citadel Charleston, NC, USA
Reprint from Original edition Minority Marketing: Issues and Prospects, Special Conference Series, Vol III edited by Robert L. K ing Copyright © Academy of Marketing Science 1987 All rights reserved. Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-17391-7 ISBN 978-3-319-17392-4 (eBook) DOI 10.1007/978-3-319-17392-4 Library of Congress Control Number: 2015938794 Springer Cham Heidelberg New York Dordrecht London © Academy of Marketing Science 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.
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SPECIAL ACKNOWLEDGEMENTS
MINORITY MARKETING: ISSUES AND PROSPECTS represents the Academy of Marketing Science's first focused conference program effort in this field of significant concern and inquiry. The purpose of the conference was to assimilate and enhance knowledge of minority marketing practices, and to improve the general ability to market to minorities.
Research Methodologies Lee Meadow (Bentley College) Special Sessions Joel Saegert (University of Texas at San Antonio)
Initial indicators of the success of the conference include active participation of about 70 registrants from across the United States and Canada, and the presentation of more than 40 d
