Multicultural Intelligence: Eight Make-or-Break Rules
for Marketing to Race, Ethnicity,
and Sexual Orientation
This book shows why multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center.
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.
Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream. Recommended, for all levels of management and any student of marketing or advertising.
1113655431
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.
Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream. Recommended, for all levels of management and any student of marketing or advertising.
Multicultural Intelligence: Eight Make-or-Break Rules
for Marketing to Race, Ethnicity,
and Sexual Orientation
This book shows why multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center.
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.
Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream. Recommended, for all levels of management and any student of marketing or advertising.
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.
Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream. Recommended, for all levels of management and any student of marketing or advertising.
9.99
In Stock
5
1
Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
9.99
In Stock
Product Details
| BN ID: | 2940012262127 |
|---|---|
| Publisher: | Paramount Market Publishing, Inc. |
| Publication date: | 03/01/2011 |
| Sold by: | Barnes & Noble |
| Format: | eBook |
| File size: | 258 KB |
About the Author
From the B&N Reads Blog