Multicultural intelligence : eight make-or-break rules for marketing to race, ethnicity, and sexual orientation /
"With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge divid...
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Rochester, NY :
Paramount Market Publishing,
[2018]
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| Edition: | Second edition, updated and revised. |
| Subjects: |
MARC
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| 008 | 180305s2018 nyu b 001 0 eng d | ||
| 020 | |a 9781941688526 |q paperback | ||
| 020 | |a 1941688527 |q paperback | ||
| 035 | |a (OCoLC)1027219687 | ||
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| 050 | 4 | |a HF5415.127 |b .M68 2018 | |
| 082 | 0 | 4 | |a 658.802 |2 23 |
| 100 | 1 | |a Morse, David R., |d 1961- |e author. |0 http://id.loc.gov/authorities/names/no2009113564 | |
| 245 | 1 | 0 | |a Multicultural intelligence : |b eight make-or-break rules for marketing to race, ethnicity, and sexual orientation / |c David R. Morse. |
| 250 | |a Second edition, updated and revised. | ||
| 264 | 1 | |a Rochester, NY : |b Paramount Market Publishing, |c [2018] | |
| 300 | |a vii, 249 pages ; |c 23 cm | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a unmediated |b n |2 rdamedia | ||
| 338 | |a volume |b nc |2 rdacarrier | ||
| 500 | |a Previous edition published in 2009. | ||
| 504 | |a Includes bibliographical references (pages 237-240) and index. | ||
| 505 | 0 | |a Part 1. Meet the new Americans -- 1. Melting pots, multiculturalism and marketing to the new America -- 2. Hispanic Americans -- 3. African Americans -- 4. Asian Americans -- 5. LGBTQ Americans -- 6. The new America and people of mixed race -- part 2. The rules of multicultural marketing -- Rule 1. Boost your MQ -- Rule 2. Divide and conquer -- Rule 3. Don't trust the experts -- Rule 4. Don't let the joke be on you -- Rule 5. Don't get lost in translation -- Rule 6. Push their buttons -- Rule 7. Market on a wink and a prayer -- Rule 8. Make up, don't cover up. | |
| 520 | |a "With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description. | ||
| 650 | 0 | |a Target marketing |z United States. |0 http://id.loc.gov/authorities/subjects/sh2010115436 | |
| 650 | 0 | |a Market segmentation |z United States. |0 http://id.loc.gov/authorities/subjects/sh2010100712 | |
| 650 | 0 | |a Minority consumers |z United States. |0 http://id.loc.gov/authorities/subjects/sh85085819 | |
| 650 | 7 | |a Target marketing. |2 fast |0 (OCoLC)fst01143138 | |
| 650 | 7 | |a Market segmentation. |2 fast |0 (OCoLC)fst01010139 | |
| 650 | 7 | |a Minority consumers. |2 fast |0 (OCoLC)fst01023346 | |
| 651 | 7 | |a United States. |2 fast |0 (OCoLC)fst01204155 | |
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| 918 | |a .bckstg |b 2016-12-01 | ||
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| 952 | f | f | |p Circulating |a Santa Clara University |b Santa Clara Main Campus |c University Library |d University Library Main Stacks, Lower Level |t 0 |e HF5415.127 .M68 2018 |h Library of Congress classification |i book |m 35098109603160 |n c.1 |