Examines the marketing strategies of small ethnic minority retail enterprises, a growing business sector in the United Kingdom. The qualitative study analyzes data collected on 19 ethnic minority retail enterprises and 35 of their ethnic minority consumers in Cardiff and London. The study...

Marketing mix is a powerful tool that enables the marketers to concentrate on specific marketing tasks specialization wise (4Ps) and allocate the resources like money, time, and efforts to these tasks to be successful in marketing of products. On the other hand, retailing is the task of selling...