Communicating with the Multicultural Consumer
Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, Afr… Celý popis ↓
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Communicating with the Multicultural Consumer
Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Growing multiculturalism creates both new opportunities for marketers as well as new challenges.
Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers - from marketing mix elements to cultural norms and values. It is also an effective supplementary text for
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