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Marketing to Heterogeneous Black Consumers
Barry, Thomas E., and Michael G. Harvey
17/2  (Winter 1974): 50-57

Identifies some of the contradictory data concerning black consumers in the U.S. to make recommendations that might be helpful in developing effective black marketing mix strategies. Profile and four basic segments of blacks based on demographic segmentation and the list of marketing mix tools; Analysis of internal heterogeneity that leads to variations in black buying behavior; Lack of homogeneity in the black market.

 

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