Cover image for Multicultural marketing : selling to the new America : position your company today for optimal success in the diverse America of tomorrow
Title:
Multicultural marketing : selling to the new America : position your company today for optimal success in the diverse America of tomorrow
Author:
Schreiber, Alfred L.
Personal Author:
Publication Information:
Lincolnwood, Ill. : NTC Business Books, [2001]

©2001
Physical Description:
xii, 300 pages : illustrations, maps ; 24 cm
Language:
English
Added Author:
ISBN:
9780844226019
Format :
Book

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Library
Call Number
Material Type
Home Location
Status
Central Library HF5415.127 .S37 2001 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

Consider These Facts Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent. Ethnic Americans are increasing in population seven times as fast as no


Table of Contents

Introduction: Seven Truths About the Changing Face of Americap. ix
1 A Road Map of the New Americap. 1
2 Eight Keys to Becoming a Twenty-First-Century Marketerp. 17
3 Marketing to African-Americansp. 31
4 Marketing to Hispanic-Americansp. 51
5 Marketing to Asian-Pacific-Americansp. 71
6 Writing the Marketing Planp. 93
7 The Strategic Value of Diversityp. 117
8 Ethnic Sponsorships and Event Marketingp. 147
9 Tapping the Power of Ethnic Mediap. 165
10 Poised for Growth: Marketing on the Ethnic Internetp. 191
11 Multicultural Health Carep. 207
Afterword: What Will the Business of This Century Look Like?p. 227
Appendix Sample Marketing Program Proposalsp. 237
Indexp. 291

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