{
"item_title" : "Multicultural Intelligence",
"item_author" : [" Mike Chamberlain", "David Morse", "David R. Morse "],
"item_description" : "With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBTQ consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream.",
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Multicultural Intelligence : Eight Make-Or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation, Updated and Revised 2nd Edition
Other Available Formats
Audio CD - Unabridged
19.99
Audio MP3 CD - Unabridged
$19.99
New & Used Marketplace
1 copy from $103.93
Overview
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBTQ consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream.
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Details
- ISBN-13: 9781665213004
- ISBN-10: 1665213000
- Publisher: Tantor Audio
- Publish Date: November 2018
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