Realizing marketplace opportunity: How research on the black consumer market influenced mainstream marketers, 1920-1970

Purpose – The influence of research on decisions concerning black consumers by mainstream marketers between 1920 and 1970 is to be examined. Market opportunity analysis provides a theoretical foundation. The paper aims to discuss these issues. Design/methodology/approach – This study is based on exa...

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Veröffentlicht in:	Journal of historical research in marketing 2013-11, Vol.5 (4), p.471-493
1. Verfasser:	Foster Davis, Judy
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising agencies African Americans Black culture Civil rights movements Consumers Consumption Digital archives Home loans Market entry Marketing Marketing science/history Minority & ethnic groups Museums Political activism Public relations Redlining Studies World War II
Online-Zugang:	Volltext
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