Revisiting ethnic marketing ethics

This chapter provides an overview of ethical concerns linked to ethnic marketing covered in the specialist marketing literature, and identifies gaps that warrant attention by practitioners and researchers alike. Drawing extensively on the work of Pires and Stanton (2014; 2002) and Cui(1998), possible ethical related consequences from target marketing ethnic minority consumers with marketing programs designed for mainstream consumers, from unethical target marketing of ethnic minority consumers. and from marketing communications related to ethnic groups are discussed