2008
DOI: 10.1177/0276146708328066
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Marketplace Activism

Abstract: A distinct and significant African American elite market segment began its growth prior to the U.S. Civil War, flourished as a result of two world wars, and has continued to expand and diversify. Today, the segment comprises three subsegments including a conventional upper middle-class, the traditional elite, and the nouveau riche. This market segment is distinct both from other African American groups and from the white elite in terms of products and services consumed. This distinction results from this group… Show more

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Cited by 25 publications
(1 citation statement)
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“…Hence there is a need for historical (including critical) analyses that explicitly situate racism, markets, and marketing in these historical and broader contexts. As shown in a historical analysis of the market segment of African American elites, for example, historical context is central to a contemporary understanding of it (Branchik and Davis 2009). International trade and modern markets, along with their operations, practices, and norms in the Americans and Europe, owe an untold economic debt to the brutality wrought by the twin institutions of colonization and slavery.…”
Section: Re-historicizing the Roots Of Marketing Systemsmentioning
confidence: 99%
“…Hence there is a need for historical (including critical) analyses that explicitly situate racism, markets, and marketing in these historical and broader contexts. As shown in a historical analysis of the market segment of African American elites, for example, historical context is central to a contemporary understanding of it (Branchik and Davis 2009). International trade and modern markets, along with their operations, practices, and norms in the Americans and Europe, owe an untold economic debt to the brutality wrought by the twin institutions of colonization and slavery.…”
Section: Re-historicizing the Roots Of Marketing Systemsmentioning
confidence: 99%