| Description |
1 online resource (1 audio file (8hr., 33 min.)) : digital. |
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digital digital recording rda |
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data file rda |
| Access |
Digital content provided by hoopla. |
| Cast |
Read by Mike Chamberlain. |
| Summary |
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBTQ consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream. |
| System Details |
Mode of access: World Wide Web. |
| Subject |
Target marketing -- United States.
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Market segmentation -- United States.
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Minority consumers -- United States.
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| Added Author |
Chamberlain, Mike.
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hoopla digital.
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| ISBN |
9781515969471 (sound recording : hoopla Audio Book) |
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1515969479 (sound recording : hoopla Audio Book) |
| Music No. |
MWT12268331 |
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