Minority Marketing: Issues and Prospects: Proceedings of the 1987 Minority Marketing Congress

Front Matter....Pages i-xv
Minority Marketing: Then and Now....Pages 1-2
Macro Consumption Patterns of Black American Households....Pages 3-7
Problems Associated with Treating the Elderly as a Homogeneous Market....Pages 8-12
An Exporatory Examination of Racial Bias in Measures of Consumer Socialization....Pages 13-17
Determining Black Expenditure Patterns Using Elasticity Coefficients: Developing a Profile....Pages 18-22
Can Standard Research Methods be Used in Studying Minority (Hispanic) Segments?....Pages 23-27
The Notion of Social Class and the Minority Buyer....Pages 28-32
Attribute vs Activity Orientation as Related to Sub-Culture Purchase Behavior Differences....Pages 33-36
Subcultural Differences in the Ability to Disembed Package Information....Pages 37-40
Black-White Differences in the Consumption of Cosmetics: Aggregate and Socio-Cultural, Dimensions....Pages 41-45
Subcultural Differences among Direct Marketing Television Shoppers....Pages 46-50
A Conceptual Framework for Examining Color Preference, Importance and Categorization in a Multiattribute Context among Blacks....Pages 51-56
Evaluation of Clothing Color Preferences: A Comparison of Asian and White Consumers....Pages 57-63
Perception of Health Care Services Among Black, Hispanic and White Consumers....Pages 64-64
Race as an Influence on Healthcare Information Sources and Provider Usage by the Elderly....Pages 65-68
Functional/Dysfunctional Consumer Behavior: A Normative Framework for Public Policy....Pages 69-73
Consumer Behavior Patterns of the Old Order Amish in South-Central Pennsylvania....Pages 74-77
Asian Americans: Demographic of an Ignored Target Market....Pages 78-82
Portrayal of Blacks in Advertising: A Critical Review of the Literature....Pages 83-86
Perceptions and Behavior of Minority Consumers Toward Generic Consumer Products....Pages 87-91
Examining the Effectiveness of Celebrity Advertising to Minorities: Entertainers vs. Athletes....Pages 92-96
Retailing, Particularly Multi-Level Direct Selling, the Ease-of-Entry Opportunity....Pages 97-102
The Roller Coaster Theory of Retailing and Implication for Minority Enterprises....Pages 103-106
The Role of Black Entrepreneurship in the Self Actualization of Blacks in the Labor Force....Pages 107-111
Black Entrepreneurs and Use of SBA Loans for Business Start-Ups: A Field Study....Pages 112-116
Incubators for Minority Entrepreneurs....Pages 117-120
Marketing Effectiveness of the National Funeral Directors and Morticians Association (NFDMA)....Pages 121-125
Black Consumers and Black Business: Income, Spending and Sales Relationships....Pages 126-129
Advertising by Accountants: Implications for Minorities....Pages 130-132
For the Small, Minority Business: A Trade Show May Be your Best Marketing Alternative....Pages 133-138
The Marketing of the Historically Black College....Pages 139-143
Back Matter....Pages 144-146
....Pages 147-151