In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We...

Style and strategy inhabit different domains. Style generally remains the province of the humanities, whereas strategy occupies important positions within the applied social sciences, management in particular. Yet style forms a foundational element of strategic communication. Style helps...