Abstract
Over the last few years, the marketing concept has greatly developed because of a complexity of consumers' behaviours. As a consequence, the marketing had to adapt to new emerging needs. The diversification of the behaviours has naturally forced the marketing and men to diversify their approaches. That's the reason why a great number of marketing variations have emerged.
The ethnic marketing consists in developing a series of personalized marketing actions for a group or an ethnic community in particular. So, the approach will focus on the specific needs of each ethnic group. The ethnic marketing is originated from the USA. It consists in the segmentation of the local and / or the international market by using physical and cultural ethnic characteristics of a group of consumers.
I chose to develop this subject because the ethnic marketing is a fast-developing sector all over the world and in France as well. I'm particularly keen on the American civilization, therefore the idea of studying the ethnic marketing in France came naturally to me.
How did the ethnic marketing phenomenon originating from the USA develop in France ?
