In recent years companies have realized the importance of targeting their products and advertising efforts toward minority and ethnic groups. Globally, regional cultures have become more pronounced as waves of new immigration have begun to change the landscape for marketers. This paper examines the growing impact of immigrants in Europe and offers an American example of how to penetrate these emerging market segments. Of all the ethnic groups in the USA, Hispanic-Americans are the fastest growing segment and the largest ethnic minority group. In Europe new immigrant groups are beginning to impact the economic, social and political scene. One area in which more research is needed is the effect of ethnic target marketing on both acculturated and un-acculturated minorities. Today, it is essential that marketers divide their markets by country of origin and by level of acculturation.

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IN THE GLOBAL marketplace, a carefully crafted private label may be the most effective brand strategy. Citing numerous examples, Ira Teich highlights the advantages of this approach—the generation of a distinctive retail personality, the ability to create tiered offerings as a response to varying consumer needs, and higher margins. It's a designintensive commitment, involving products, packaging, architecture, interior design, communications, and promotions, but it can profitably liberate a merchant from the tyranny of global brands.