Abstract

Ethnicity is a global phenomenon, augmented by births, identity- and religious-based social movements, immigration and acculturation. We have chosen ethnic marketing as the topic for this book because it is a major source of social and economic dynamism and conflict in nations, cities, neighbourhoods, work spaces and marketplaces across the planet. In this volume the authors write from diverse perspectives and use distinct methodological orientations in directing attention to the dimensions and processes characterizing the complex, interwoven relations between ethnicity and marketing. In this concluding essay I continue the discussion in focusing on public policy. I begin by highlighting key differences between business and government because it is important to maintain a sense of their different mission and activities, and then turn to key topics in marketing and organizational ethics forming the backbone for public policy. While my focus is on the US, I also direct some attention to global public policy concerns.