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Market Segmentation: ETHNICITY

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Overview  |  African-American  |  Asian/Pacific Islander  |  Latino/Hispanic    
Native American/American Indian  |  LC Subject Headings

Overview

There are many ethnic groups in the US. This guide, however, focuses on only the most well defined: African American, Asian/Pacific Islander, Latino/Hispanic, and Native American/American Indian.

Census data is an an important source of demographic information about these groups. It is worth noting that changes were made in the ethnicity/race question in the 2000 Census. The 2000 form gave responders the option to choose one or more racial categories and even write in a more specific description. This change in procedure will enhance future tracking of ethnicity/race in the U.S.

Books

Ethnicity in Contemporary America : a Geographical Appraisal. Jesse O. McKee, editor. 2nd ed. Lanham, MD : Rowman & Littlefield Publishers, c2000.
LC Call Number: E184.A1 E885 2000
LC Catalog Record: 99088089

The ... MSR Ethnic Market Report. Coral Gables, FL : Market Segment Research, Inc., c1994 - . Annual.
LC Call Number: HC110.C6 M75
LC Catalog Record: 96655032

Marketing and Consumer Identity in Multicultural America by Marye C. Tharp. Thousand Oaks, Calif. : Sage Publications, c2001.
LC Call Number: HF5415.127 .T48 2001
LC Catalog Record: 00010502

 Table of Contents

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Adv. showing freckled, toothless boy in coon-skin cap holding glass of Sunkist lemonade
Image caption: Advertisement for lemonade, 1955. Prints and Photographs Division (Library of Congress) Reproduction number: LC-USZ62-75888

Marketing to the Emerging Minorities: Newsletter.
EPM Communications. 12 issues/year.
Publisher's website: http://www.epmcom.com/ External Link

From the publisher's website, users without a subscription to the newsletter can search the newsletter archive without charge. However, to view the full text of any articles retrieved by their search, they must purchase access either to single articles or to the full archive.

Multicultural Marketing : Selling to the New America : Position Your Company Today for Optimal Success in the Diverse America of Tomorrow by Alfred L. Schreiber, with Barry Lenson. Lincolnwood, Ill. : NTC Business Books, c2001.
LC Call Number: HF5415.127 .S37 2001
LC Catalog Record: 00040114
Publisher description
Publisher-supplied biographical information

Racial and Ethnic Diversity : Asians, Blacks, Hispanics, Native Americans, and Whites by Cheryl Russell. 4th ed. Ithaca, N.Y. : New Strategist Publications, c2002.
LC Call Number: E184.A1 R78
LC Catalog Record: 2002511461

Statistical Handbook on Racial Groups in the United States by Tim B. Heaton, Bruce A. Chadwick, and Cardell K. Jacobson. Phoenix, AZ : Oryx Press, 2000.
LC Call Number: E184.A1 H417
LC Catalog Record: 00028477

Internet Resources

Bureau of Labor Statistics
http://www.bls.gov/cps/demographics.htm

Data on Labor Force Characteristics by Race and Ethnicity with data by major and detailed occupation, industry, and employment status. Special occasional data on Asians and African Americans. Hispanic data is also included.

Census:

American Factfinder
http://factfinder2.census.gov/

Homeland Security -- Immigration statistics
http://www.dhs.gov/immigration-data-statistics

Target Market News
http://www.targetmarketnews.com/ External Link

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African American

Books

Black Americans. Boulder, Colo. : Numbers & Concepts, c1990-; 1994- Palo Alto, Calif : Information Publications
LC Call Number: E185.5 .B512
LC Catalog Record: 90648686

Burnett, Leonard E. and Andrea Hoffman. Black is the New Green : Marketing to Affluent African Americans. 1st ed. New York : Palgrave Macmillan, 2010.
LC Call Number: HC110.C6 B87 2010
LC Catalog Record: 2009042479

Historical Statistics of Black America compiled & edited by Jessie Carney Smith and Carrell Peterson Horton. New York : Gale Research, c1995.
LC Call Number: E185.H543
LC Catalog Record: 94029718

The ... Report on the Buying Power of Black America. Chicago, IL : Target Market News, Inc.,
LC Call Number HC110.C6 R46
LC Catalog Record: sn 96004391

Time & Money : Consumer Spending Patterns for Black, Hispanic & Asian Americans. New York : EPM Communications, c2004.
LC Call Number: HC110.C6 T56 2004
LC Catalog Record: 2005272167

The U.S. African-American Market New York : Packaged Facts, c2002 - present
LC Call Number: HC110.C6 U147 (See also HC110.C6 B762)
LC Catalog Record: 2005209680

Who We Are : Blacks. 2nd ed. Ithaca, N.Y. : New Strategist Publications, c2011.
LC Call Number: not available
LC Catalog Record: 2011278274

Internet Resources

American FactFinder2 U.S. Census Bureau
http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml

The Black Population: 2010 2010 Census Briefs
http://www.census.gov/prod/cen2010/briefs/c2010br-06.pdf [PDF format: 9.7 MB / 20 p.]

Black Enterprise
http://www.blackenterprise.com/ External Link

Target Market News (Buying Power of Black America Report)
Also publishes the monthly Target Market News Magazine.
http://www.targetmarketnews.com/ External Link

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ASIAN/PACIFIC ISLANDER AMERICAN

Books

Time & Money : Consumer Spending Patterns for Black, Hispanic & Asian Americans. New York : EPM Communications, c2004.
LC Call Number: HC110.C6 T56 2004
LC Catalog Record: 2005272167

Who We Are : Asians. 2nd ed. Ithaca, N.Y. : New Strategist Publications, c2011.
LC Call Number: not available
LC Catalog Record: 2011278276

Internet Resources

American FactFinder2 U.S. Census Bureau
http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml

Asian Enterprise
http://asianenterprise.com/ External Link

National Coalition for Asian Pacific American Community Development
http://nationalcapacd.org/index.php/pages/resources/ External Link

Nielsen / State of the Asian American Consumer (2012)
http://www.nielsen.com/us/en/insights/reports-downloads/2012.html External Link

A Profile on Asian Americans - Asian-american Advertising Federation
http://www.3af.org/ External Link

Includes statistical information on each of the ethnic groupings (i.e. Chinese American, Filipino Americans, Japanese American, etc.)

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Latino / Hispanic

Books

del Valle, Elena, ed. Hispanic Marketing & Public Relations : Understanding and Targeting America’s Largest Minority. 1st ed. Boca Raton : Poyeen Pub., c2005.
LC Call Number: HF5415.33.U6 H575 2005
LC Catalog Record: 2005903630

Korzenny, Felipe and Betty Ann Korzenny. Hispanic Marketing : Connecting with the New Latino Consumer. 2nd ed. London ; New York : Routledge, 2012.
LC Call Number: HF5415.33.U6 K67 2012
LC Catalog Record: 2011009929

Latinos, Inc. : the Marketing and Making of a People by Arlene Dávila. Berkeley, CA : University of California Press, c2001.
LC Call Number: HF5415.33.U6 D38
LC Catalog Record: 2001016206
Table of Contents
Publisher description
Publisher-supplied biographical information

Latino Link : Building Brands Online with Hispanic Communities and Content. Ithaca, NY : Paramount Market Publishing, c2011.
LC Call Number: HF5415.33.U6 K88 2011
LC Catalog Record: 2011280803

The Rise of the Hispanic Market in the United States : Challenges, Dilemmas, and Opportunities for corporate management. by Louis E.V. Nevaer. Armonk, N.Y. : M.E. Sharpe, c2004.
LC Call Number: HF5415.33.U6 N47 2004
LC Catalog Record: 2003050503

Time & Money : Consumer Spending Patterns for Black, Hispanic & Asian Americans. New York : EPM Communications, c2004.
LC Call Number: HC110.C6 T56 2004
LC Catalog Record: 2005272167

Who We Are : Hispanics. 2nd ed. Ithaca, N.Y. : New Strategist Publications, c2011.
LC Call Number: not available
LC Catalog Record: 2011278275

Win! the Hispanic Market : Strategies for Business Growth. [edited by] M. Isabel Valdesì ; contributors, Steve Moya ... [et al.]. Ithaca, NY : Paramount Market Pub., c2012
LC Call Number: not available
LC Catalog Record: 2011278289

Internet Resources

AdAge / Hispanic Marketing
http://adage.com/section/hispanic-marketing/123 External Link

AHAA: The Voice of Hispanic Marketin (Association of Hispanic Advertising Agencies)
http://ahaa.org/ External Link

Bureau of Labor Statistics

Census

Hispanic Business
http://www.hispanicbusiness.com/ External Link

Hispanic Market Weekly
http://www.hispanicmarketweekly.com/ External Link

Hispanics Online Marketing
http://www.hispaniconlinemarketing.com/ External Link

Hispanic Retail
http://www.hispanicretail360.com/ External Link

Hispanic Trending
http://www.hispanictrending.net/ External Link

Nielsen / State of the Hispanic Consumer (2012)
http://www.nielsen.com/us/en/insights/reports-downloads/2012/state-of-the-hispanic-consumer-the-hispanic-market-imperative.html External Link

"Riding the Rising Wave of Hispanic Buying Power," Atlanta EconSouth, First Quarter, 2005.
Federal Reserve Bank of Atlanta.
http://www.frbatlanta.org/invoke.cfm?objectid=FE0C82EB-5056-9F06-994444301FD4E7DB&method=display External Link

Simmons® National Hispanic Consumer Study (Experian)
http://www.experian.com/simmons-research/hispanic-consumer-study.html External Link

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Native American / American Indian

Internet Resources

Census

American Indian Report
http://www.americanindianreport.com/ External Link

Indian Country Today Media Network
http://indiancountrytodaymedianetwork.com/ External Link

Native News Network
http://www.nativenewsnetwork.com External Link

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Library of Congress Subject Headings

Additional publications in the Library of Congress collection on marketing to various ethnic groups may be identified by searching the Online Catalog under appropriate Library of Congress subject headings. Choose the topics you wish to search from the following list of Library of Congress subject headings to link directly to the Catalog and automatically execute a search for the subject selected. Please be aware that during periods of heavy use you may encounter delays in accessing the catalog.

African Americans - Statistics - Periodicals Hispanic Americans - Statistics - Periodicals
African American Consumers Hispanic American Consumers
Asian American Consumers Indians of North America - Statistics
Blacks--United States--Statistics Minority consumers - United States
Ethnology--United States--Statistics

Last Updated: 04/21/2014

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  April 21, 2014
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