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Communicating with the Multicultural Consumer

Language EnglishEnglish
Book Paperback
Book Communicating with the Multicultural Consumer Barbara Mueller
Libristo code: 10020056
Publishers Peter Lang Publishing Inc, October 2007
Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer... Full description
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Communicating with the Multicultural Consumer highlights demographic changes impacting 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.

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About the book

Full name Communicating with the Multicultural Consumer
Author Barbara Mueller
Language English
Binding Book - Paperback
Date of issue 2007
Number of pages 328
EAN 9780820481197
ISBN 9780820481197
Libristo code 10020056
Publishers Peter Lang Publishing Inc
Weight 668
Dimensions 306 x 182 x 20

Categories

Economics, Finance, Business & Management > Business & Management > Management & management techniques > Management of specific areas > Production & quality control management
Economics, Finance, Business & Management > Business & Management > Management & management techniques > Management of specific areas > Sales & marketing management
Reference, Information & Interdisciplinary subjects > Interdisciplinary studies > Communication studies
Economics, Finance, Business & Management > Business & Management > Business studies: general
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