Nowadays, ethnic groups represent a growing significant cultural and consumer force. Companies are more and more recognizing their growing power, therefore are responding with targeted marketing strategies. Indeed, marketers seek to develop strategies that target the growing and culturally diverse markets emerging in many advanced economies. Within this context, ethnic marketing appears to be niche marketing. The use of the ethnic marketing is different from one country to another. Highly set up in the United States since few years, this one is very recent in France. Therefore, it is relevant to compare its use in France with its use in the USA where it is strongly developed. In fact, in France, its organization is more than difficult, even impossible. Thus, the aim of my dissertation is to find out how ethnic marketing can be developed in France. How does France deal with this concept? What are the different tools used by marketers to appeal to ethnic minorities? The aim is to collect information and find the reasons and justifications why ethnic marketing as it is in the......

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