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Marketing, communities of colour and the consequences of fast foods

Author

Listed:
  • Johnson, Richard Greggory

    (Professor and Chair, Department of Public and Nonprofit Administration, University of San Francisco)

  • Imparato, Nicholas

    (Professor and Chair, Department of Marketing, University of San Francisco)

Abstract

Within the USA, the marketing of some of the worst, most health-endangering products in the modern age, including menthol tobacco, fast food and sugary drinks, has been conspicuously targeted at non-white communities. Campaigns of this sort have contributed to an epidemic of tobacco addiction and severe overweight among youth of colour. It is upon this premise that this paper critically examines the impact and influence that advertisements play in the mental and physical health of non-white communities within the USA. The paper first provides an overview of the disruptive forces shaping modern marketing. It then addresses the specifics of multicultural marketing and the biases that have a stronghold in communities of colour throughout the USA. The paper concludes with policy implications for the issues discussed.

Suggested Citation

  • Johnson, Richard Greggory & Imparato, Nicholas, 2019. "Marketing, communities of colour and the consequences of fast foods," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 4(1), pages 66-78, September.
    • Handle: RePEc:aza:jcms00:y:2019:v:4:i:1:p:66-78
    as

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    More about this item

    Keywords

    marketing; global trends; disruption; bias; communities of colour; fast foods; urban; food desert; white flight;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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