The Big Shift: Redefining Marketing in a Multicultural America

Beniflah, Dr. Jake

ISBN 10: 1647042232 / ISBN 13: 9781647042233

Editore: Center for Multicultural Science, 2020

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Dati bibliografici

• Titolo: The Big Shift: Redefining Marketing in a Multicultural America
• Editore: Center for Multicultural Science
• Data di pubblicazione: 2020
• Lingua: Inglese
• ISBN 10: 1647042232
• ISBN 13: 9781647042233
• Rilegatura: Brossura
• Condizione: New

Descrizione articolo

Riassunto

Future growth will require that all corporations undergo… The Big Shift. This book proposes the unpopular: right size the traditional cultural silo and place multicultural consumers front and center of mainstream marketing to drive growth. The convergence of a changing demography, new technologies and a fragmented media ecosystem has transformed marketing as we know it, yet marketing to Latinos continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace. This book takes a critical look at the past, present and future of marketing to Latinos and advances a strategic framework of how marketers can take their business to new heights in the 21st century.