Summary
[...] it maintains a balance of theoretical and practical perspectives in its exploration of how to develop successful marketing and advertising campaigns targeting Hispanic Americans, African Americans, and Asian Americans-the three largest ethnic groups in the United States today. Topics covered in each of these chapters include understanding a specific culture's ethnic identity, unifying factors, income and buying power, and shopping behavior; how to create persuasive advertising messages; and how best to reach each audience via various media.
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Extract
Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives. Barbara Mueller. New York: Peter Lang Publishing, Inc., 2008. 328 pp. $129.95 hbk. $49.95 pbk.
The changing demographic landscape in the United States creates both new opportuniti...See the full content of this document
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