This volume includes the full proceedings from the 1993 Minority Marketing Congress held in
Long Beach Mississippi under the theme Minority Marketing: Research Perspectives for the
1990s. It provides a variety of quality research in the field of minority marketing in order to
assimilate and enhance knowledge of marketing practices for minority enterprises. It includes
papers on various topics in minority marketing including advertising promotion and consumer
behavior.Founded in 1971 the Academy of Marketing Science is an international organization
dedicated to promoting timely explorations of phenomena related to the science of marketing in
theory research and practice. Among its services to members and the community at large the
Academy offers conferences congresses and symposia that attract delegates from around the
world. Presentations from these events are published in this Proceedings series which offers a
comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver
cutting-edge research and insights complimenting the Academy's flagship journals the Journal
of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading
scholars and practitioners across a wide range of subject areas in marketing science.
