Communicating with the multicultural consumer : theoretical and practical perspectives / Barbara Mueller.

Author
Mueller, Barbara, 1958- [Browse]
Format
Book
Language
English
Published/​Created
New York : Peter Lang, [2008], ©2008.
Description
xxi, 328 pages : illustrations ; 26 cm

Details

Subject(s)
Summary note
"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."--BOOK JACKET.
Bibliographic references
Includes bibliographical references and index.
Contents
  • 1. The Growth of Multicultural Markets
  • 2. The Multicultural Consumer and the Marketing Mix
  • 3. The Influence of Culture on Marketing and Advertising to Multicultural Consumers
  • 4. Reaching Hispanic Consumers
  • 5. Reaching African American Consumers
  • 6. Reaching Asian American Consumers
  • 7. Advertising Agencies and Multicultural Consumers
  • 8. Ethics and Social Responsibility: Selling to the Multicultural Consumer.
ISBN
  • 9781433102042 (alk. paper)
  • 1433102048 (alk. paper)
  • 9780820481197 (pb : alk. paper)
  • 082048119X (pb : alk. paper)
LCCN
2007013527
OCLC
122526416
Other standard number
  • 99932065164
RCP
C - S
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