Marketing to the new majority strategies for a diverse world
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. Here, David Burgos and Ola Mobolade look at the changed m...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
New York
Palgrave Macmillan
2011
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| Subjects: | |
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| Summary: | 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. 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. |
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| Physical Description: | ix, 246 pages illustrations 25 cm. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780230111653 (hardback) |