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Communicating with the Multicultural Consumer
- Theoretical and Practical Perspectives
Engelsk
Bogcover for Communicating with the Multicultural Consumer af Barbara Mueller, 9780820481197
Specifikationer
Sprog:
Engelsk
Sider:
328
ISBN-13:
9780820481197
Indbinding:
Paperback
ISBN-10:
082048119X
Udg. Dato:
2 okt 2007
Størrelse i cm:
18,2 x 30,6 x 2,0
Oplagsdato:
2 okt 2007
Forfatter(e):

Communicating with the Multicultural Consumer

- Theoretical and Practical Perspectives
Engelsk
Paperback 2007
Format:

Bog beskrivelse
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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Specifikationer
Sprog:
Engelsk
Sider:
328
ISBN-13:
9780820481197
Indbinding:
Paperback
ISBN-10:
082048119X
Udg. Dato:
2 okt 2007
Størrelse i cm:
18,2 x 30,6 x 2,0
Oplagsdato:
2 okt 2007
Forfatter(e):
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