Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives

by Barbara Mueller

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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...

Format:Paperback

Language:English

ISBN:082048119X

ISBN13:9780820481197

Release Date:October 2007

Publisher:Peter Lang Inc., International Academic Publi

Length:330 Pages

Weight:1.65 lbs.

Dimensions:0.7" x 7.0" x 10.0"

Related Subjects

Accounting Accounting & Finance Advertising Business Business & Finance Business & Investing Commerce Consumer Behavior Direct Economics Marketing Marketing & Sales

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Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives

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