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Könyv Communicating with the Multicultural Consumer Barbara Mueller

Communicating with the Multicultural Consumer

Szerző: Barbara Mueller
Nyelv: Angol
Kötés: Kemény kötésű
Kiadó: Peter Lang Publishing Inc
Elérhetőség: Kiadói készleten rendelésre
Küldés 17-27 napon belül
51 784 Ft
Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer...

Információk a könyvről

Szerző
Barbara Mueller
Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
2007
oldal
328
EAN
9781433102042
ISBN
9781433102042
Enbook ID
10020055
Kiadó
Peter Lang Publishing Inc
Súly
968
Méretek
260 x 188 x 24

Teljes leírás

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.

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