Ethnicity as a Promotional Tool: Retailing to Emerging Consumer Societies
Document Type
Conference Proceeding
Publication Date
1-1-1994
School
Marketing
Abstract
American retailers are faced with an increasing array of international expansion opportunities. Since the vast majority of retail patronage and shopper behavior has been conducted using consumers from fully developed consumer societies, retailers can only guess how consumers naive to common retailing practices will react to traditional retailing tools. This paper raises issues related to this problem.
Publication Title
Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference
First Page
338
Last Page
342
Recommended Citation
Babin, B. J.,
Darden, W. R.
(1994). Ethnicity as a Promotional Tool: Retailing to Emerging Consumer Societies. Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference, 338-342.
Available at: https://aquila.usm.edu/fac_pubs/21391
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