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Multicultural Intelligence Eight Make-Or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation

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ISBN-10: 0980174597

ISBN-13: 9780980174595

Edition: 2009

Authors: David R. Morse

List price: $29.95
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Critics of this new book might argue the election of President Obama is proof that racial, ethnic, gender and sexual orientation barriers have been torn down, and marketing to these attributes isn't all that important anymore. This book takes the position that instead of getting pushed to the background, multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center. With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay…    
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Book details

List price: $29.95
Copyright year: 2009
Publisher: Paramount Market Publishing, Incorporated
Publication date: 1/1/2009
Binding: Paperback
Pages: 256
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.990
Language: English