Communicating With the Multicultural Consumer
Subtitle: Theoretical and Practical Perspectives
Publisher: Peter Lang Publishing; Peter Lang
Published: October 1, 2007
Language: eng
Format: Paperback
Number of pages: 352
ISBN-13: 9780820481197
Subjects: Commerce; Consumer Behavior - General; Marketing - General; Consumer Behavior; Direct Marketing; Business & Economics; Market segmentation; Minority consumers; Multiculturalism; United States; Business/Economics
Description: "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.