Effective Marketing

Paper Summary:

Discusses marketing as a vital component of a business organization's success. Focus on marketing hair-care products to African Ameican women. Issues of purchasing power and social and cultural forces. Marketing theory and customer profiles. Self-image of black women. Success of Madame Walker who made a fortune from beauty products for women of color.

From the Paper:

"Introduction
It is commonplace of business-management thought that effective marketing is a vital component of organization success. Internal organizational creativity, pressures of external competitive forces, and the ongoing need to gauge and respond to customer needs and preferences are essential tests of marketing effectiveness, and by extension profitability and company viability. But what companies are selling (say, fast-acting widgets, a tangible good) and what customers are buying (say, an opportunity to save time, an intangible value) may be different. The evolution of modern marketing theory over the course of the 20th century was marked as much by attention to the psychology and sociology of consumers' value judgments and priorities as by attention to mere purchasing power vis-a-vis goods and services."

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