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Synopsis
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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About the Author
The Author: Barbara Mueller is Professor of Advertising in the School of Journalism and Media Studies at San Diego State University. She received her Ph.D. in communications from the University of Washington. In addition to numerous articles in professional journals, she is the author of Dynamics of International Advertising: Theoretical and Practical Perspectives (Peter Lang, 2004), and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, 2003).
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Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
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Peter Lang Inc., International Academic Publishers, 2007
ISBN 10: 1433102048
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Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
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Communicating With the Multicultural Consumer: Theoretical and Practical Perspectives
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Communicating with the Multicultural Consumer
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Buch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 352 pp. Englisch. Seller Inventory # 9781433102042
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Communicating with the Multicultural Consumer : Theoretical and Practical Perspectives
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Buch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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. Seller Inventory # 9781433102042
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Communicating with the Multicultural Consumer
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Gebunden. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. 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 t. Seller Inventory # 121451673
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Communicating with the Multicultural Consumer
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Buch. Condition: Neu. Neuware -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. 352 pp. Englisch. Seller Inventory # 9781433102042
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Communicating with the Multicultural Consumer | Theoretical and Practical Perspectives
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Buch. Condition: Neu. Communicating with the Multicultural Consumer | Theoretical and Practical Perspectives | Barbara Mueller | Buch | Englisch | 2007 | Peter Lang | EAN 9781433102042 | Verantwortliche Person für die EU: Zeitfracht Medien GmbH, Ferdinand-Jühlke-Str. 7, 99095 Erfurt, produktsicherheit[at]zeitfracht[dot]de | Anbieter: preigu Print on Demand. Seller Inventory # 125357267
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Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives
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