Overview

Minorities and Marketing is a collection of articles designed to further investigations and knowledge of minority marketing research. The primary focus is on the major unresolved issues and problems in the field. In its goal to present relevant methodologies and theories to deal with these issues, the text offers the following discussions: -Establishing specific fundamental propositions regarding consumer behavior to serve as the foundation for systematic analysis;-The changes and cause of changes in low-income commercial structures, with particular emphasis on the needs and opportunities for research;-An overview of public policy alternatives for change in the marketing system with reference to minority groups; and-A review of the relevant concepts regarding consumer credit decisions, paying particular attention to the question of whether there is a distinct low-income segment of credit users who differ form the general population. With Minorities and Marketing, an invaluable contribution has been made to the study of consumer behavior and marketing research, particularly in regards to disadvantaged communities and buyers. This insightful and highly relevant text will prove to be a useful research tool for faculty and students of marketing research, consumer behavior, public policy, and economics. Frederick D. Sturdivant is a director of Dennen Steel, an independent consultant, and has served as a Visiting Professor at the Warrington College of Business at the University of Florida since 2004. From 2000 to 2002, Dr. Sturdivant was Chairman of Reinventures LLC. From 1998 to 2000, he was Executive Managing Director of Navigant Consulting. From 1996 to 1998, he was President of Index Research and Advisory Services, a subsidiary of Computer Sciences Corporation. Previously, he served as a director of Fel-Pro, Inc., State Savings Bank, Columbus, and The Progressive Corporation. After completing his Ph.D. at Northwestern University, Dr. Sturdivant held professorships at the University of Southern California, the University of Texas at Austin, the Harvard Business School, and an endowed chair at Ohio State University.Alan R. Andreasen is Professor of Marketing at the McDonough School of Business of Georgetown University and Executive Director of the Social Marketing Institute. He is a specialist in consumer behavior and a world leader in the application of marketing to nonprofit organizations, social marketing, and the market problems of disadvantaged consumers. He is the author or editor of seventeen books (including revisions) and numerous monographs.

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