ABSTRACT
This conceptual ambiguity in the development of ethnic marketing is causing a gap between theory and practitioners. To obtain a perspective of differences in ethnic marketing, the explanation draws on the ethnic marketing literature as well as an analysis of interviews with marketing scholars from several countries, some practitioners, on their understanding of ethnic marketing theory and practice and of how ethnic marketing may develop over time. The need for theory-in-use and a framework to achieve better theory that is also pragmatic enough for adoption by business is offered as a way of reconciling theory and practice.
