Communicating With the Multicultural Consumer

"Communicating with the Multicultural Consumer highlights demographic changes impactinq the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. 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. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners - whether on the client side or within the advertising agency."--Jacket.

שנה

2007

שפה

English

הוצאה

Peter Lang Publishing

מהדורות

2

עמודים

352

ISBN

9780820481197

מקור הנתונים: Wikidata