Marketing and Consumer Identity in Multicultural America

Book Description

Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places.

The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities.

Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.

There are four very important reader benefits to this book that should be stressed in Sage’s cover copy and advertising:

- While this book is highly practical, it rests on a theoretical foundation that is laid in chapter 1 and developed throughout the book. In other words, it is not just a cookbook or a collection of war stories.

- The author intersperses real examples from real marketing campaigns from real companies throughout the book. There’s more than just a lot of demographic information; there’s information on how successful organizations have successfully matched their efforts to different multicultural groups.

- There is a consistent planning framework in each of the "demographic" chapters (3-8) that links consumer values with suggestions for an integrated marketing communications program.

- The book is rich with comprehensive data sources not usually found in books: US Census Bureau, the MSR’s Minority Market Reports, reports in trade publications, academic journals from different disciplines, and the author’s own primary research. Most of this material has never appeared in book form.

Customer Reviews:

PORTRAYS INTERESTING INFO IN A QUITE READABLE FORMAT.......2001-11-18

This book is a very good overview of multi-cultural marketing and why different cultures create different types of consumers. Sadly, it seems that many colleges are paying too little attention to this area of consumer research. It's nice to read Tharp's book and see that someone has recognized the importance of examining these issues in a rapidly-changing America.

Good basics albeit thin on white ethnics.......2001-06-11

I enjoyed this book. Overall it was quite good with a very thorough coverage of the foundations of multicultural marketing used as the basis for later parts of the book that address specific cultural groups.

However, some of what is being passed off as multicultural seems more like "protected classes", i.e. minorities, gays, disabled, mature Americans et al.

As such I was somewhat disappointed that the non-minority ethnic marketing treatment was a bit thin. To wit: Native Americans, Italians, Jews, Irish and Arab Americans warranted all of 5 pages in +350 page book! And there was little or no coverage of Polish, German, Aremenian, Croatian, Bohemian, Swedish, Greek, Ukranian, Lithuanian and non-Hispanic Spanish/Portuguese.

Customer Reviews:

Multicultural Marketing Analyst.......2006-11-03

This book has significant detail provided from doctoral thesis. The data is not current and the topics although relevant are focused on UK and Austrialian subjects and not applicable to current global issues.

Marketing Across Cultures (Culture for Business Series)

Average customer rating:

Marketing Across Cultures (Culture for Business Series)
Fons Trompenaars , and Peter Woolliams
Manufacturer: Capstone
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

ASIN: 1841124710

Book Description

The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.

Average customer rating:

valuable resource

Multicultural Marketing
Alfred L. Schreiber , and Barry Lenson
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

ASIN: 0844226017

Book Description

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 nonethnic Americans.
The spending power of ethnic Americans has doubled over the past decade--to well over $1 trillion.

But Then Consider This Fact:

As recently as 1997, only 1 percent of American marketing dollars was spent for advertising directly to ethnic Americans.

Is There a Message Here? You Bet. If your company is not marketing directly to--and hiring--ethnic Americans, you are losing access to an emerging market whose size rivals that of Latin America or Eastern Europe . . . The time to start investing in targeted ethnic and minority marketing--in selling to the new America--is now. "Significant demographic shifts have taken place in America in the last twenty years. These changes will continue until, by midcentury, multicultural Americans will for the first time constitute a statistical majority. Every marketer, regardless of product or service, needs to reexamine his or her marketing programs to make sure they are addressing the specific needs of this burgeoning class of multicultural consumers. "With each passing year, this is becoming more and more of a business imperative, one that a number of well-known companies have begun to successfully address. AT&T is appealing to specific calling groups in their own languages. Chrysler saw its sales to African-Americans rise significantly once it began its culturally related television campaigns. These are just two of the scores of examples we discuss in Multicultural Marketing that underscore the quick success many marketers have enjoyed once they embraced culturally related ethnic marketing." -- Alfred L. Schreiber

Customer Reviews:

valuable resource.......2003-09-10

A very valuable resource. It includes all the relevant stats, and research to build a business case for increasing your ethnic marketing budget. If you are having a hard time getting buy-in from senior management for your ethnic marketing initiatives, this book is great ammunition.

The New Mainstream: How the Multicultural Consumer Is Transforming American Business

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The New Mainstream: How the Multicultural Consumer Is Transforming American Business
Guy Garcia
Manufacturer: Collins
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Consumer Behavior | Marketing & Sales | Business & Investing | Subjects | Books

Popular Culture | Social Sciences | Nonfiction | Subjects | Books

ASIN: 0060584661
Release Date: 2005-10-18

Book Description

An economic revolution is transforming America: the New Mainstream. In this groundbreaking book, Guy Garcia explains how Americans will eat, work, play, learn, and spend money in the twenty-first century -- and why any organization that ignores the lessons of the New Mainstream is doomed to fail.

Led by the growing statistical and buying power of blacks, Latinos, and Asians, the New Mainstream is a loose coalition of minorities who have been forced to forge their own identity in American culture -- even as they use and consume goods and services targeted to the general public. This shift in consumer buying power is not only transforming how products are developed, marketed, and bought, it also illustrates that diversity is the driving force of American capitalism. As Garcia shows, The New Mainstream is both a wake-up call and a road map to this new economic reality.

Average customer rating:

Skin Trade
Ann DuCille
Manufacturer: Harvard University Press
ProductGroup: Book
Binding: Paperback

Popular Culture | Social Sciences | Nonfiction | Subjects | Books

Discrimination & Racism | Social Sciences | Nonfiction | Subjects | Books

General | Social Sciences | Nonfiction | Subjects | Books

Media Studies | Social Sciences | Nonfiction | Subjects | Books
ASIN: 0674810848

Book Description

How does the notion of colorblind equality fit with the social and economic realities of black Americans? Challenging the increasingly popular argument that blacks should settle down, stop whining, and get jobs, Skin Trade insists that racism remains America's premier national story and its grossest national product. From Aunt Jemima Pancakes to ethnic Barbie dolls, corporate America peddles racial and gender stereotypes, packaging and selling them to us as breakfast food or toys for our kids.

Moving from the realm of child's play through the academy and the justice system, Ann duCille draws on icons of popular culture to demonstrate that it isn't just race and gender that matter in America but race and gender as reducible to skin color, body structure, and other visible signs of difference. She reveals that Mattel, Inc., uses stereotypes of gender, race, and cultural difference to mark--and market--its Barbie dolls as female, white, black, Asian, and Hispanic. The popularity of these dolls suggests the degree to which we have internalized dominant definitions of self and other.

In a similar move, Skin Trade interrogates the popular discourse surrounding the trial of O. J. Simpson, arguing that much of the mainstream coverage of the case was a racially coded message equally dependent on stereotypes. Focusing on Newsweek and Time in particular, duCille shows how the former All-American was depicted as un-American. She explores other collusions and collisions among race, gender, and capital as well. Especially concerned with superficial distinctions perpetuated within the academic community, the author argues that the academy indulges in its own skin trade in which both race and gender are hot properties.

By turns biting, humorous, and hopeful, Skin Trade is always riveting, full of strange connections and unexpected insights.

Average customer rating:

Excellent for staff training

Multicultural Customer Service
Leslie Aguilar , and Linda Stokes
Manufacturer: McGraw-Hill
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books

Customer Service | Industries & Professions | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

ASIN: 0786303328

Book Description

no description

Customer Reviews:

Excellent for staff training.......2001-03-27

We used this book last year for training our staff and we are looking forward to using it again. If you are in the service industry this book is a must for you. The authors used clear, diverse and practical examples of how to better a serve a diverse clientele. The workbook style made the topics approachable and simple. My staff really enjoyed what they learned and I found that they put the information to use.

I liked the diversity of cultural examples in the workbook; it was not just from one or two cultures. We did some fun role playing with book during our staff training.

Book 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.

Book Description

A complexity perspective on leadership, this book considers factors such as risk and conflict, spontaneity and motivation, bullying and the use/abuse of power to express a new view of business ethics.

Customer Reviews:

Not very readable.......2006-11-18

I have found it very challenging to get through this book. It is written in a very academic style and focuses considerably on previous research. I cannot understand from the discussion exactly what is being put forward as relevant understandings in today's world. I wish I had a dollar for every time the author says 'as I argued in...' or 'what I will argue in...'. This is driving me nuts. I have had a couple of tries at ploughing through this book but I just can't cope with the writing style.

Emergence of Leadership: Linking Self-Organization and Ethics

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Emergence of Leadership: Linking Self-Organization and Ethics
Douglas Griffin
Manufacturer: Taylor & Francis, Inc.
ProductGroup: Book
Binding: Hardcover
ASIN: B000MUUIZK

Average customer rating:
International Accounting and Finance Handbook: 2001 Supplement (International Accounting and Finance Handbook Supplement)
Frederick D. S. Choi
Manufacturer: John Wiley & Sons Inc
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books
International | Accounting | Industries & Professions | Business & Investing | Subjects | Books
ASIN: 0471390232

Book Description

A useful reference guide that aides those who have international business and financial interests. Provides an in-depth look into the international dimensions of accounting, reporting, and control and finance. It highlights major differences in accounting principles around the world.

Average customer rating:

OK Book, But Missing Important Information

An excellent set of basics tailored to nonprofit structure

A truly valuable book for non-profit organizations

A must read for anyone working in nonprofit!

Candid Remarks

Using Public Relations Strategies to Promote Your Nonprofit Organization (Haworth Marketing Resources) (Haworth Marketing Resources)
Ruth Ellen Kinzey
Manufacturer: Haworth Press
ProductGroup: Book
Binding: Hardcover

Nonprofit Organizations & Charities | Industries & Professions | Business & Investing | Subjects | Books
Management | Management & Leadership | Business & Investing | Subjects | Books
Public Relations | Marketing & Sales | Business & Investing | Subjects | Books
General | Ages 4-8 | Children's Books | Subjects | Books
Look Inside Children's Books | Trip | Specialty Stores | Books
Similar Items:

A Primer on Nonprofit Pr: If Charity Begins at Home...

The New PR Toolkit: Strategies for Successful Media Relations

The Public Relations Handbook for Nonprofits: A Comprehensive and Practical Guide

Successful Marketing Strategies For Nonprofit Organizations (Wiley Nonprofit Law, Finance and Management Series)

The Jossey-Bass Guide to Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the Media to Generate Publicity, Enhance Fundraising, ... Bass Nonprofit & Public Management Series)

ASIN: 0789002574

Customer Reviews:

OK Book, But Missing Important Information.......2004-02-28

I have worked in the PR field for many years, but am new to nonprofits and found some interesting information in this book. However, the author does not even cover the aspects of PR that I consider essential to any PR program: working with the press, writing press releases, media events, getting the media to cover your events, etc. It discusses annual reports, newsletters, speakers bureaus and developing a board of directors (PR?), but nothing about traditional PR as it relates to nonprofits. It's almost like there is a missing chapter or maybe two.

An excellent set of basics tailored to nonprofit structure.......2001-02-18

Public relations expertise is helping the booming nonprofit business, and provides a variety of basic business approaches to nonprofit organization and management, from showing how to adopt a business strategy and how to market a speaker's bureau to using communication in speeches, selecting a board of directors, and marketing a nonprofit. An excellent set of basics tailored to nonprofit structure and experience.

A truly valuable book for non-profit organizations.......2000-07-24

Public relations is the key to success in society today. As an educator in a respected private school where public relations are vital, and a presenter in various local, state, and national forums, Kinzey's book has been pointedly valuable to me. Undercscoring, clarifying, and extending my knowledge, this book addresses both my personal effectiveness as a communicator and specific concerns I must emphasize to my expressive writing students who are concerned with improving their writing skills, as well as their adolescent interpersonal skills. Because the book is global in its applications, readership should extend beyond nonprofit organizations to anyone concerned with any facet of public relations.

A must read for anyone working in nonprofit!.......2000-04-22

Kinzey's analysis of effective public relations strategies for nonprofit organizations is a must read for anyone working in the nonprofit sector. The reader is guided through the necessary steps to engage public relations tactics and strategies to promote his/her organization. From chapters dealing with annual reports and company newsletters to the creation of a speaker's bureau, Kinzey effectively articulates the need for public relations in nonprofits. This book can be used as a reference tool for individuals responsible for public relations within their nonprofit organizations.

Candid Remarks.......2000-02-25

Well written. Easy to read, understand and follow; it moves right along. Clearly illustrated. Covers all areas of public relations that can be used. Great glossary. A very useful tool for any one interested and/or involved in nonprofit organizations. A must in any nonprofit organization's library!

Book Description

This is a study of relations between landlords and tenants in Ireland between the great famine and the land war. Based on a remarkably wide range of primary sources, most notably collections of estate papers, it is a comprehensive and wide-ranging analysis, in which W.E. Vaughan explores evictions, rents, tenant right, estate management, agrarian outrages, and tenants' resistance to landlords. Dr Vaughan questions many assumptions about landlord-tenant relations that have previously been uncritically accepted.

Landlords and Tenants in Mid-Victorian Ireland

Average customer rating:

Landlords and Tenants in Mid-Victorian Ireland
W. E. Vaughan
Manufacturer: Oxford Univ Pr on Demand 1/4/1994
ProductGroup: Book
Binding: Hardcover
ASIN: B000MBVSDA

Book Description

When in June 1923 a bewildered audience in London's Aeolian Hall heard Edith Sitwell declaim her Façade poems through a megaphone, the 21-year-old William Walton - conducting behind a painted backcloth - stood on the threshold of fame. Throughout the 1920s and 1930s he was regarded as the white hope of British music, and a succession of works including the Viola Concerto, Belshazzar's Feast and the First Symphony more than fulfilled that early promise; he was also one of the first serious composers to be involved in films. Using first-hand accounts, this book explodes the myth of Façade's riotous reception, examines Walton's work in both films and radio and, through contemporary correspondence, articles and interviews - wherever possible in his own words - explores Walton's life and troubled times. It brings to the fore his complex personality - 'remote, removed, distant' in Laurence Olivier's words, in dynamic contrast with music of such vitality and drama. Composition for him was an arduous, often painful, process riddled with difficulties, uncertainties and self-doubts, and further complicated by several love affairs (one being with Italy) that inspired his finest works.STEPHEN LLOYD's previous books include a biography of H. Balfour Gardiner and a collection of Eric Fenby's writings on Delius, which he edited. In addition to record sleeve notes, programme notes, reviews and articles, he has contributed to the Percy Grainger Companion/I>, the Studies in Music Grainger Centennial Volume, An Elgar Companion, and volumes on Delius, Walton and Bliss.

William Walton: Muse of Fire.(Book Review): An article from: Cineaste

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William Walton: Muse of Fire.(Book Review): An article from: Cineaste
Royal S. Brown
Manufacturer: Cineaste Publishers, Inc.
ProductGroup: Book
Binding: Digital

General | Performing Arts | Arts & Photography | Subjects | Books
ASIN: B00082BOBE
Release Date: 2005-07-31

Book Description

This digital document is an article from Cineaste, published by Cineaste Publishers, Inc. on March 22, 2004. The length of the article is 1075 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: William Walton: Muse of Fire.(Book Review)
Author: Royal S. Brown
Publication: Cineaste (Magazine/Journal)
Date: March 22, 2004
Publisher: Cineaste Publishers, Inc.
Volume: 29 Issue: 2 Page: 88(2)

Article Type: Book Review

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