Marketing to the new majority : Strategies for a diverse world.

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Title:

Author:

Burgos, David.

ISBN:

9780230111653

Personal Author:

Burgos, David.

Publication Information:

New York, N.Y. : Palgrave Macmillan, 2011.

Physical Description:

246 s.

General Note:

Majority Minority Diversity within Diversity Beware the Ethnic Silo Trap A Brief History What Companies are Doing Now To Target or Not to Target Intelligent Targeting The Future (Is Now): Embracing the New Majority The Multicultural Opportunity Abroad.

Abstract:

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.

Subject Term:

Marketing -- United States.

Multiculturalism -- United States.

Minorities -- United States.

Added Author:

Mobolade, Ola.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025588092	658.8 02 B957M 2011	1	Searching... Unknown

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Summary

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 thatrely 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.