S/M/228. Dissertation. Ethnic marketing in America and France

The dissertation investigates American marketing practices that target at ethnic minorities examining whether the US ethno marketing model could be applied to France. The review of literature touches on the theory and practices of ethno-marketing. The methods of research include the analysis of secondary data and primary data obtained via questionnaires and interviews. Conclusions are made about the possibilities of ethno-marketing in France. Recommendations are suggested about an effective launch of ethnic marketing.