Ethnic marketing practice and research at the intersection of market and social development: A macro study of the past and present, with a look to the future

Abstract

This paper utilizes historical and ethnographic research methods in formulating a framework that tracks ethnic minority marketing pertaining to Latinos/as in the U.S. as it has developed in response to changing social relations over time. Discussion then develops a series of propositions regarding the distinct effects in ethnic marketing in enabling and validating ethnic minority consumers' production of identity and community, decentering and destabilizing ethnic majority people, and contributing to social fragmentation and multiculturalization. Theoretical contributions update the definitions of ethnic marketing and ethnic marketing research to be consistent with the framework. The paper closes with recommendations for practitioners, limitations of the present work, and suggestions for future research. By situating ethnic minority marketing in relation to changing social relations, practitioners and researchers are better able to develop effective strategy and enhance firms' relations to ethnic minority and majority consumers.