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Author Morse, David R., 1961-

Title Multicultural intelligence : eight make-or-break rules for marketing to race, ethnicity, and sexual orientation / David R. Morse.

Imprint Ithaca, NY : Paramount Market Publishing, c2009.

Copies

Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.8 M835m 2009    ---  Available
Description x, 244 p. ; 24 cm.
Bibliography Includes bibliographical references (p. 233-235) and index.
Contents Pt. 1. Meet the new Americans -- 1. Melting pots, multiculturalism and marketing to the new America -- 2. Hispanic Americans -- 3. African Americans -- 4. Asian Americans -- 5. LGBT Americans -- 6. Post-ethnic America and people of mixed race -- Pt. 2. The rules of multicultural marketing -- Rule 1. Boost your MQ -- Rule 2. Divide and conquer -- Rule 3. Don't trust the experts -- Rule 4. Don't let the joke be on you -- Rule 5. Don't get lost in translation -- Rule 6. Push their buttons -- Rule 7. Market on a wink and a prayer -- Rule 8. Make up, don't cover up.
Subject Target marketing -- United States.
Market segmentation -- United States.
Minority consumers -- United States.
ISBN 0980174562 (hbk.)
9780980174564 (hbk.)
0980174597 (pbk.)
9780980174595 (pbk.)

 
    
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