Communicating with the Multicultural Consumer PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Communicating with the Multicultural Consumer PDF full book. Access full book title Communicating with the Multicultural Consumer by Barbara Mueller. Download full books in PDF and EPUB format.
Author: Barbara Mueller Publisher: Peter Lang ISBN: 9780820481197 Category : Business & Economics Languages : en Pages : 356
Book 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.
Author: Barbara Mueller Publisher: Peter Lang ISBN: 9780820481197 Category : Business & Economics Languages : en Pages : 356
Book 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.
Author: Dolores E. Battle Publisher: ISBN: Category : Language Arts & Disciplines Languages : en Pages : 488
Book Description
Fourteen contributions addressing speech-language pathologists and audiologists discuss the provision of clinical services to individuals from various cultures and linguistic backgrounds. The authors provide overviews of the major cultural groups in the US. The discussion of specific communication disorders covers neurogenic conditions, AIDS, neonatal cocaine exposure, traumatic brain injury, hearing disorders, deafness, and fluency disorder among bilingual people. Annotation copyrighted by Book News, Inc., Portland, OR
Author: Marye Tharp Publisher: Routledge ISBN: 1317507495 Category : Business & Economics Languages : en Pages : 402
Book Description
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Author: Professor C P Rao Publisher: Gower Publishing, Ltd. ISBN: 1409459829 Category : Business & Economics Languages : en Pages : 283
Book Description
As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.
Author: Marye C. Tharp Publisher: SAGE Publications, Incorporated ISBN: Category : Business & Economics Languages : en Pages : 482
Book Description
Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.
Author: Natalie Rouse Publisher: ISBN: 9780983245469 Category : Communication in marketing Languages : en Pages : 109
Book Description
This book offers sound advice on how to be most efficient with your marketing resources when targeting multicultural and international consumer segments with in-language marketing and advertising. There are ideas on ways to reach out and establish yourself in the communities you are targeting. Importantly, the book will help you through the often challenging first step of selling in the idea of multicultural marketing to your internal clients and decision-makers. Finally, Natalie and Adriana will lead you through step-by-step instructions on how to develop and implement your marketing plan with a multicultural, in-language focus, giving real-life examples from someone that's been there.
Author: Leslie Aguilar Publisher: McGraw Hill Professional ISBN: 9780786303328 Category : Business & Economics Languages : en Pages : 172
Book Description
This series presents essential business skills in a fast-paced, interactive format that appeals to today's busy managers, trainers, and employees alike. These authoritative, concise books deliver high-quality training at a remarkably affordable cost and gives readers both new and time-tested ways to increase productivity and career satisfaction.
Author: Alcántara-Pilar, Juan Miguel Publisher: IGI Global ISBN: 1466682639 Category : Business & Economics Languages : en Pages : 404
Book Description
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Author: Maria E Len-Rios Publisher: Routledge ISBN: 0429948824 Category : Language Arts & Disciplines Languages : en Pages : 394
Book Description
Built using the hands-on and pioneering Missouri Method, this textbook prepares readers to write about and communicate with people of different backgrounds, offering real-world examples of how to practice excellent journalism and strategic communication that takes culture into account. No matter the communication purpose, this book will help readers engage with difference and the concept of fault lines, and to identify and mitigate bias. It provides guidance on communicating the complexity inherent in issues such as crime, immigration, and sports, and understanding census data gathering methods and terms to craft stories or strategic campaigns. Above all, the book encourages readers to reconsider assumptions about race, class, gender, identity, sexual orientation, immigration status, religion, disability, and age, and recognize communicators’ responsibilities in shaping national discussions. This new edition addresses the ever-changing political and social climate, differentiates excellent journalism from punditry, and shows the business value of understanding diverse perspectives. A fantastic introduction to this complex but important field, this book is perfect for students, teachers, and early career communicators. The combintion of a hands-on approach and pull-out boxes with the diverse voices curated by editors María Len-Ríos and Earnest Perry make this an ideal text for the classroom and beyond.
Author: Barbara Mueller
Author: Barbara Mueller
Author: Dolores E. Battle
Author: Marye Tharp
Author: Professor C P Rao
Author: Marye C. Tharp
Author: Natalie Rouse
Author: Leslie Aguilar
Author: Alcántara-Pilar, Juan Miguel
Author: Judith A. Starkey
Author: Maria E Len-Rios