000			01854nam a2200241 a 4500
003			SISC
005			20170201083522.0
008			121030s19uu xx 00 eng d
020			_a9780230111653
050			_aHF 5415.1 _b.B847 2011
100			_aBurgos, David.
245			_aMarketing to the new majority : _bstrategies for a diverse world / _cDavid Burgos and Ola Mobolade.
260			_aNew York, N.Y. ; Basingstoke : _bPalgrave Macmillan, _c2011.
300			_aix, 246 pages : _billustrations ; _c24 cm.
500			_aIncludes bibliographical references and index.
520			_aToday, 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
541			_eC15487
650			_aMarketing _xUnited States.
650			_aMulticulturalism _xUnited States.
650			_aMinorities _xUnited States.
700			_aMobolade, Ola.
942			_cBK _2lcc _kFOR
999			_c25421 _d25421