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Author: Alfred L. Schreiber
Publisher: McGraw-Hill Companies
Published: 2001
Total Pages: 0
ISBN-13: 9780844226019
DOWNLOAD EBOOKConsider These Facts Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent. Ethnic Americans are increasing in population seven times as fast as no
Author: Marlene L. Rossman
Publisher: AMACOM/American Management Association
Published: 1996
Total Pages: 178
ISBN-13: 9780814479216
DOWNLOAD EBOOKAlthough the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.
Author: Professor C P Rao
Publisher: Gower Publishing, Ltd.
Published: 2012-08-28
Total Pages: 464
ISBN-13: 1409459829
DOWNLOAD EBOOKAs populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.
Author: Janeen Arnold Costa
Publisher: SAGE Publications, Incorporated
Published: 1995-04-05
Total Pages: 360
ISBN-13:
DOWNLOAD EBOOKGlobal trends in emerging ethnicity - and also in global marketing - make this an especially timely book. Marketing in a Multicultural World is the perfect volume for scholars, students, and professionals in marketing and race and ethnic studies.
Author: Thaddeus Spratlen
Publisher: Business and Economic Development Center, Foster School of Business, University of Washington
Published: 2013
Total Pages: 0
ISBN-13: 9780295992396
DOWNLOAD EBOOKToday, as the nation's population is becoming more and more diverse, it is imperative for students to learn how to effectively grow businesses that serve a variety of customers, are owned by people from a broad range of backgrounds, and are inclusive in their employment practices. Multicultural Marketing and Business Consulting has been developed over a 15-year period to guide learning as students complete complex projects with a variety of small businesses, with an emphasis on solving marketing and management problems in culturally diverse and rapidly changing business environments. In project-based courses, students also learn valuable consulting and business assistance skills. The book provides strategies, techniques, and tools for meeting the unique challenges faced by entrepreneurs who are Latino, Asian/Pacific Islander, African American, and from other culturally diverse and underrepresented groups. Thaddeus Spratlen is professor emeritus of marketing at the University of Washington and a leading expert on multicultural marketing and business assistance for urban enterprises. Leslie Lum has worked for a Fortune 100 company, a global bank, and as manager of a retail start-up. Detra Y. Montoya is clinical associate professor in the W. P. Carey School of Business at Arizona State University. Michael Verchot is the founding director of the Business and Economic Development Center at the University of Washington Foster School of Business.
Author: Eliane Karsaklian
Publisher: Business Expert Press
Published: 2023-06-21
Total Pages: 222
ISBN-13: 1637424701
DOWNLOAD EBOOKThis book is an invitation to reflection, to critical thinking, to objectivity and to the liberty of accepting what is different. Ever since Homo Sapiens populated our world, our lives have been stories we tell to all those we are surrounded by every day as well as to unknown people through social media when we post the pictures of our vacations, pets, children and graduation or changes in our jobs. We buy brands that have a story we admire or those that are recommended by influencers because we are fascinated by their stories. This book is about you. It is the story of your past, your present and your future as you live in multicultural communities. Page after page, you see the story of humankind and of multiculturalism unfold and be explained through the lenses of science and storytelling. Multicultural Marketing is Your Story is thoroughly illustrated with real life examples. The ideas, theories and statements presented in this book will perhaps challenge some of your deepest beliefs or they might as well comfort you in your own opinions. Ultimately, this book is an invitation to reflection, to critical thinking, to objectivity and to the liberty of accepting what is different.
Author: Lisa Skriloff
Publisher:
Published: 2009-09
Total Pages: 0
ISBN-13: 9780981792316
DOWNLOAD EBOOKAuthor: VNU Business Media Staff
Publisher:
Published: 2005-10-01
Total Pages: 437
ISBN-13: 9781891204388
DOWNLOAD EBOOKArranged by community (Hispanic/Latino, African American, Asian, American, GLBT), this annual directory lists over 2400 companies involved in multicultural advertising, PR, marketing, events, etc. Details include address, phone, fax, web address, email, names/titles, billings, expenditures, and services offered.
Author: Marye Tharp
Publisher: Routledge
Published: 2014-12-17
Total Pages: 403
ISBN-13: 1317507495
DOWNLOAD EBOOKBecause American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Author: David Burgos
Publisher: St. Martin's Press
Published: 2011-08-02
Total Pages: 258
ISBN-13: 0230338852
DOWNLOAD EBOOKToday, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
