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Inhaltsangabe
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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Über die Autorin bzw. den Autor
The Author: Barbara Mueller is Professor of Advertising in the School of Journalism and Media Studies at San Diego State University. She received her Ph.D. in communications from the University of Washington. In addition to numerous articles in professional journals, she is the author of Dynamics of International Advertising: Theoretical and Practical Perspectives (Peter Lang, 2004), and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, 2003).
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Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
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Peter Lang Publishing Inc, 2007
ISBN 10: 082048119X
ISBN 13: 9780820481197
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Paperback. Zustand: Fair. 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. Bestandsnummer des Verkäufers CIN082048119XA
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Communicating with the Multicultural Consumer : Theoretical and Practical Perspectives
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Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
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Peter Lang Inc., International Academic Publi, 2007
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ISBN 13: 9780820481197
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Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
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Peter Lang Publishing Inc, 2007
ISBN 10: 082048119X
ISBN 13: 9780820481197
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Paperback. Zustand: Fair. 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. Bestandsnummer des Verkäufers CIN082048119XA
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