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Communicating with the Multicultural Consumer
Af: Barbara Mueller Engelsk Paperback
SPAR
kr 66
Communicating with the Multicultural Consumer
Af: Barbara Mueller Engelsk Paperback
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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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.
Produktdetaljer
Sprog: Engelsk
Sider: 328
ISBN-13: 9780820481197
Indbinding: Paperback
Udgave:
ISBN-10: 082048119X
Udg. Dato: 2 okt 2007
Længde: 20mm
Bredde: 182mm
Højde: 306mm
Oplagsdato: 2 okt 2007
Forfatter(e): Barbara Mueller
Forfatter(e) Barbara Mueller


Kategori Produktionsstyring og kvalitetsledelse


Sprog Engelsk


Indbinding Paperback


Sider 328


Udgave


Længde 20mm


Bredde 182mm


Højde 306mm

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