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.