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Books > Reference & Interdisciplinary > Communication studies
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Communicating with the Multicultural Consumer - Theoretical and Practical Perspectives (Paperback, New edition)
Loot Price: R1,209
Discovery Miles 12 090
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Communicating with the Multicultural Consumer - Theoretical and Practical Perspectives (Paperback, New edition)
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Communicating with the Multicultural Consumer highlights
demographic changes impacting the consumer marketplace in the
United States. Growing multiculturalism creates both new
opportunities for marketers as well as new challenges. With a
balance of theoretical and practical perspectives, this text
explores how to develop successful campaigns targeting Hispanic
Americans, African Americans, and Asian Americans. Complete with
current examples and case studies, it addresses the key issues that
must be kept in mind when creating effective communications
programs for ethnic consumers - from marketing mix elements to
cultural norms and values. Communicating with the Multicultural
Consumer is an ideal text for advanced undergraduate and graduate
students in specialized courses dealing with ethnic advertising or
marketing. It is also an effective supplementary text for
introductory advertising, marketing or mass communication courses,
and would be useful to advertising practitioners - whether on the
client side or within the advertising agency.
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