What's Black About It? Insights to Increase Your Share of a Changing African-American Market
Publisher: Paramount Market Publishing, Inc.; Paramount Market Pub.
Published: August 30, 2005
Language: eng
Format: Hardcover
Number of pages: 123
ISBN-13: 9780972529099
Subjects: Business/Economics; Marketing - General; Business & Economics; African American consumers; Marketing; United States
First sentence: It is amazing that little has been published that discusses the tremendous influence that African Americans have on U.S. popular culture and details specific tactics for marketing to African-American consumers.
Description: African Americans have more influence on today's culture and taste than any other ethnic group in the world. What's Black About It? offers a fresh perspective on changing the views of corporate America and how they market to the African-American consumer. This book presents historical, psychological, and cultural influences that delve far deeper into the Black experience than other ethnic marketing books which may only include a general chapter or two on Black consumers. What's Black About It? proposes "staying in the black" and reveals the cultural buttons that fuel effective marketing to African-Americans. Pepper Miller and Herb Kemp are expert marketers based in Chicago and Connecticut, respectively, and have completed over 30,000 quantitative and qualitative interviews with African Americans---including marketing executives, scholars, and community influencers. Since the recent launch of "What's Black About It?" the authors have been interviewed on numerous radio programs and are in constant demand to present at national market meetings and at Fortune 500 companies as well. This book explores with Miller and Kemp the ever evolving cultural complexities of African-American consumers today.