Introduction to the Special Issue–Building Bridges Instead of Walls: Marketing with Minoritized Populations


  • Daniel Theriault Appalachian State University
  • Brooke Burke Minnesota State University, Mankato



diversity, inclusion, justice


Several leisure scholars have lamented that leisure serves a site for the reproduction of injustice against minoritized populations.Floyd (2014) challenged leisure scholars to respond with scholarship “…that can potentially expose and eliminate injustices” (p. 385).

This special issue sought papers which examined the potential of marketing to promote our undermine justice with minoritized populations. 

In order to set the stage for these investigations, we discuss: (a) some of the objections to marketing made by leisure scholars; (b) marketing orientations; and (c) some of the issues in marketing with minoritized populations.

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Author Biographies

Daniel Theriault, Appalachian State University

Assistant Professor

Department of Recreation Management and Physical Education

Brooke Burke, Minnesota State University, Mankato

Assistant Professor

Department of Recreation, Parks, and Leisure Services





Special Issue: Marketing Leisure with Diverse Populations