Asian Americans: Demographic of an Ignored Target Market View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2015

AUTHORS

Monle Lee , Ernest F. Cooke

ABSTRACT

Considerable research has been done on Black and Hispanic minority market segments. These markets are considered to be important, yet there is an untouched market, Asian Americans, waiting to be discovered by marketers. This group of consumers tend to be better educated and to have higher incomes than other minorities. The purpose of this paper is to examine this minority. Life insurance and real estate represent two markets where some firms have benefited by developing specific marketing mixes for the Asian-American market. More... »

PAGES

87-91

Book

TITLE

Minority Marketing: Issues and Prospects

ISBN

978-3-319-17391-7
978-3-319-17392-4

Identifiers

URI

http://scigraph.springernature.com/pub.10.1007/978-3-319-17392-4_20

DOI

http://dx.doi.org/10.1007/978-3-319-17392-4_20

DIMENSIONS

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