Heller, Laura
October 1998
Discount Store News;10/26/98, Vol. 37 Issue 20, p108
Trade Publication
Focuses on the consumer power of the ethnic group in the United States. Growth of the ethnic population; Difficulty of marketers to develop a multicultural marketing program; Earning the trust of ethnic shoppers as an integral factor to the success of a marketing program. INSETS: In ethnic marketing, Sears stands alone;Surging Hispanic market draws interest at retail;African-Americans grow, seek big-ticket purchases;To tap Asian market, retailers must cross language barrier


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