Marketing to the New Majority: Strategies for a Diverse World
(Sprache: Englisch)
An exploration and analysis of America's increasingly diverse consumer population for marketers.
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An exploration and analysis of America's increasingly diverse consumer population for marketers.
Inhaltsverzeichnis zu „Marketing to the New Majority: Strategies for a Diverse World “
Majority MinorityDiversity within DiversityBeware the Ethnic Silo TrapA Brief HistoryWhat Companies are Doing NowTo Target or Not to TargetIntelligent TargetingThe Future (Is Now): Embracing the New MajorityThe Multicultural Opportunity Abroad
Autoren-Porträt von David Burgos, Ola Mobolade
DAVID BURGOS is head of Millward Brown's Multicultural Practice and Cochair of the ARF's Multicultural Council. He won the ARF's 2008 Great Minds Award and has spoken at conferences and industry events about U.S. multicultural markets. OLA MOBOLADE is managing director of Firefly Millward Brown, the company's qualitative research division. Her clients include dozens of industry powerhouses such as McDonald's and Estee Lauder Companies.
Bibliographische Angaben
- Autoren: David Burgos , Ola Mobolade
- 2011, 246 Seiten, Maße: 15,5 x 23,6 cm, Gebunden, Englisch
- Verlag: Palgrave Macmillan
- ISBN-10: 0230111653
- ISBN-13: 9780230111653
Sprache:
Englisch
Rezension zu „Marketing to the New Majority: Strategies for a Diverse World “
"These authors succeed twice. Through their painstaking analysis of the 2010 Census data, they alert us to the truth of a new and ultra-complex America. And then they guide us through those complexities: putting up danger signs in front of marketing pitfalls and highlighting the new opportunities. From now on, no US marketing strategy should be signed off until the lessons of this conscientious book have been fully absorbed." -Sir Martin Sorrell, Chief Executive, WPP""Marketing to the New Majority" challenges today's model of multicultural marketing as 'niche', and offers new direction for more effectively engaging the diverse mainstream consumer market. Companies who want to accelerate growth need to heed these authors' advice." -Jim Stengel, former Global Marketing Officer, Procter & Gamble
"Finally, a fresh perspective on the actual make-up of the increasingly 'ethnic' U.S. marketplace, how best to reach this new American majority and an honest view of the corporate and agen
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