| 000 -LEADER |
|---|
| fixed length control field |
01854nam a2200241 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
SISC |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170201083522.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
121030s19uu xx 00 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780230111653 |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF 5415.1 |
| Item number |
.B847 2011 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Burgos, David. |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Marketing to the new majority : |
| Remainder of title |
strategies for a diverse world / |
| Statement of responsibility, etc |
David Burgos and Ola Mobolade. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York, N.Y. ; Basingstoke : |
| Name of publisher, distributor, etc |
Palgrave Macmillan, |
| Date of publication, distribution, etc |
2011. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
ix, 246 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes bibliographical references and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| General subdivision |
United States. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Multiculturalism |
| General subdivision |
United States. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Minorities |
| General subdivision |
United States. |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mobolade, Ola. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
| Source of classification or shelving scheme |
|
| Call number prefix |
Foreign |