the direction of marketing activities in the United States toward members of a specific minority or nationality group that is a part of the larger community. Ethnic marketing efforts are presented in the language of the target group, and the media used for advertising or promotional purposes is typically that which is widely used by the group's members, such as Spanish or Asian television stations, or Hebrew or Russian language newspapers.
In the 1980s approximately 500,000 immigrants from various ethnic backgrounds accounted for 20% of the total United States population growth each year. This has created new outlets for marketers of clothing, food, furniture, and other products that can be specially designed to appeal to one or more of these groups.
