Black is the new green
Subtitle: why it pays to market to affluent African Americans
By: Andrea Hoffman and Leonard Burnett.
Contributors: Burnett, Leonard, 1964-
Publisher: Palgrave Macmillan
Published: 2010
Place of publication: New York
Language: eng
ISBN-13: 9780230616844
Subjects: African American consumers; Affluent consumers -- United States; Consumer behavior -- United States; Target marketing -- United States
Description: "Burnett and Hoffman set forth a persuasive argument to marketing decision makers, the media, agencies and entrepreneurs that they must change the way they view African American consumers and a powerful subset within this group, Affluent African Americans. In this book, the authors define the audience (through demographics and psychographics), provide rich historical background for the rise of this community, and then compare the affluent African American market with the traditional affluent American market. Together, this provides a comprehensive look at the rise of this market, detailed data about how this market consumes, and how business can target this untapped source of business"--Provided by publisher.
Notes: Includes index.