Marketing to the New Majority
Strategies for a Diverse World
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Product details:
- Publisher Palgrave Macmillan
- Date of Publication 11 August 2011
- ISBN 9780230111653
- Binding Hardback
- No. of pages256 pages
- Size 244x162x23 mm
- Weight 428 g
- Language English
- Illustrations Includes 57 b&w illustrations 0
Categories
Short description:
Today, diversity is the default, not the exception. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
MoreLong description:
Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
MoreTable of Contents:
Majority Minority
Diversity within Diversity
Beware the Ethnic Silo Trap
A Brief History
What Companies are Doing Now
To Target or Not to Target
Intelligent Targeting
The Future (Is Now): Embracing the New Majority
The Multicultural Opportunity Abroad
