Ethnic Marketing

2Ethnicity, Ethnic Groups and Ethnic Identity

The purpose of this chapter is to review three critical concepts that underpin ethnic marketing and its potential value as a marketing strategy. The order of consideration is to address meanings of ethnicity in terms of the various points of view used by different researchers and a consensus that appears to be emerging. Ethnic groups are then introduced because ethnicity is often used to identify the boundaries of such groups. A perceived ethnic group is also the likely target of any marketing strategy using ethnic identifiers. However, the link between individual ethnicity and an ascribed ethnic group for market purposes requires closer examination because of the role of ethnic identity, another ...