Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives - Brossura

Mueller, Barbara

 
9780820481197: Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
Brossura
ISBN 10: 082048119X ISBN 13: 9780820481197
Casa editrice: Peter Lang Pub Inc, 2007

Sinossi

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Editore
Peter Lang Pub Inc
Data di pubblicazione
2007
Lingua
Inglese
ISBN 10 
082048119X
ISBN 13 
9780820481197
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
328
Contatto del produttore
non disponibile
Persona responsabile
non disponibile

Altre edizioni note dello stesso titolo

9781433102042: Communicating With the Multicultural Consumer: Theoretical and Practical Perspectives

Edizione in evidenza

ISBN 10:  1433102048 ISBN 13:  9781433102042
Casa editrice: Peter Lang Pub Inc, 2007
Rilegato