Communicating With the Multicultural Consumer: Theoretical and Practical Perspectives
ISBN-13:
9780820481197
ISBN-10:
082048119X
Edition:
New
Author:
Barbara Mueller
Publication date:
2007
Publisher:
Peter Lang Publishing
Format:
Paperback
352 pages
FREE US shipping
Book details
ISBN-13:
9780820481197
ISBN-10:
082048119X
Edition:
New
Author:
Barbara Mueller
Publication date:
2007
Publisher:
Peter Lang Publishing
Format:
Paperback
352 pages
Summary
Communicating With the Multicultural Consumer: Theoretical and Practical Perspectives (ISBN-13: 9780820481197 and ISBN-10: 082048119X), written by authors
Barbara Mueller, was published by Peter Lang Publishing in 2007.
With an overall rating of 3.9 stars, it's a notable title among other
Commerce
(Economics, Decision-Making & Problem Solving, Management & Leadership, Advertising, Marketing & Sales, Consumer Behavior, Decision Making, Business Skills) books. You can easily purchase or rent Communicating With the Multicultural Consumer: Theoretical and Practical Perspectives (Paperback) from BooksRun,
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Description
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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