Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives - Image 1

£101.45

Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives

Name: Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
Brand: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Price: 101.45 GBP
Availability: InStock

27548871

Management Science

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Description

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.

Product Specifications

Brand: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Model: 27548871
Format: hardcover
ASIN: 1433102048
Category: Books > Subjects > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 04 October 2007
Listed Since: 28 September 2007

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Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives

New to our records — first sighting 14 days ago. We'll learn its rhythm.

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