Marketing to the new majority : strategies for a diverse world
(Book)

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Published
New York : Palgrave Macmillan, 2011.
Status
Central - Adult Nonfiction
658.802 BURGO
1 available

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Central - Adult Nonfiction658.802 BURGOAvailable

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Published
New York : Palgrave Macmillan, 2011.
Format
Book
Physical Desc
ix, 246 pages : illustrations ; 25 cm
Language
English

Notes

Bibliography
Includes bibliographical references and index.
Description
"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"--,Provided by publisher.

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Citations

APA Citation, 7th Edition (style guide)

Burgos, D., & Mobolade, O. (2011). Marketing to the new majority: strategies for a diverse world (First edition.). Palgrave Macmillan.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Burgos, David and Ola. Mobolade. 2011. Marketing to the New Majority: Strategies for a Diverse World. Palgrave Macmillan.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Burgos, David and Ola. Mobolade. Marketing to the New Majority: Strategies for a Diverse World Palgrave Macmillan, 2011.

MLA Citation, 9th Edition (style guide)

Burgos, David., and Ola Mobolade. Marketing to the New Majority: Strategies for a Diverse World First edition., Palgrave Macmillan, 2011.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

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