Items related to The Big Shift: Redefining Marketing in a Multicultural...

The Big Shift: Redefining Marketing in a Multicultural America - Softcover

Beniflah, Dr. Jake

 
9781647042233: The Big Shift: Redefining Marketing in a Multicultural America
Softcover
ISBN 10: 1647042232 ISBN 13: 9781647042233
Publisher: Center for Multicultural Science, 2020

Synopsis

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ecosystem has transformed marketing as we know it, yet marketing to Latinos continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace.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.

"synopsis" may belong to another edition of this title.

Publisher
Center for Multicultural Science
Publication date
2020
Language
English
ISBN 10 
1647042232
ISBN 13 
9781647042233
Binding
Paperback
Number of pages
180