| 000 | 02287nam a22003494a 4500 | ||
|---|---|---|---|
| 005 | 20250918162105.0 | ||
| 008 | 120517s2011 nyua b 001 0 eng | ||
| 020 |
_a9780230111653 (hbk.) _cRM91.53 |
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| 020 | _a0230111653 (hbk.) | ||
| 039 | 9 |
_a201210081124 _brosli _c201208301623 _drosli _c201208301517 _dsanusi _c201208301515 _dsanusi _y05-17-2012 _zfarid |
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| 040 | _dUKM | ||
| 043 | _an-us--- | ||
| 090 | _aHF5415.1.B837 | ||
| 090 |
_aHF5415.1 _b.B837 |
||
| 100 | 1 | _aBurgos, David. | |
| 245 | 1 | 0 |
_aMarketing to the new majority : _bstrategies for a diverse world / _cDavid Burgos and Ola Mobolade. |
| 260 |
_aNew York : _bPalgrave MacMillan, _c2011. |
||
| 300 |
_aix, 246 p. : _bill. ; _c25 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 |
_a'Today, diversity is the default, not the exception.'Minorities' are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the'general market' as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive'-- _cProvided by publisher. |
||
| 650 | 0 |
_aMarketing _zUnited States. |
|
| 650 | 0 |
_aMulticulturalism _zUnited States. |
|
| 650 | 0 |
_aMinorities _zUnited States. |
|
| 700 | 1 | _aMobolade, Ola. | |
| 907 |
_a.b15368543 _b2019-11-12 _c2019-11-12 |
||
| 942 |
_c01 _n0 _kHF5415.1.B837 |
||
| 914 | _avtls003501346 | ||
| 990 | _ark4 | ||
| 991 | _aFakulti Ekonomi dan Pengurusan | ||
| 998 |
_at _b2012-04-05 _cm _da _feng _gnyu _y0 _z.b15368543 |
||
| 999 |
_c520556 _d520556 |
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