Marketing to the New Majority: Strategies for a Diverse World

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"Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and ...

Marketing to the New Majority: Strategies for a Diverse World 2011, Palgrave MacMillan, New York, NY

ISBN-13: 9780230111653

Hardcover

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