Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation Updated and Revised 2nd Edition
Language: English
Published by Paramount Market Publishing, Inc., 2018
- Softcover
- Used
Seller: Gate City Books, GREENSBORO, NC, U.S.A.Gate City Books
AbeBooks seller since June 5, 2025
Condition: Used - Good
£ 21.47
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USED book in GOOD condition. Great binding, pages and cover show normal signs of wear from use.
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- Title
- Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation Updated and Revised 2nd Edition
- Author
- David R. Morse
- Publisher
- Paramount Market Publishing, Inc.
- Publication year
- 2018
- Condition
- good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1941688527
- ISBN 13
- 9781941688526
- Edition
- 2nd Edition
Eight years later as this second editon is being released, the nation has just elected Donald Trump the anti-Obama who has made nationalism a central plank of his agenda. For many of his supporters, the term "Make America Great Again" harkens back to a simpler time like the 1950s when whites were much more dominant than they are now.
Melting Pot or Salad Bowl?
Even if the term melting pot applied 100 years ago, it doesn't fit today. Some demographers and social historians have adopted a new phrase "the salad bowl" to describe a united nation of peoples who bump into each other and share the same space and laws, but retain what makes them "special" and prefer not to blend in, at least not too much.
What do these developments say about the future of multicultural marketing? Will the nation fracture into disconnected communities with no shared commonalities? Or will we be a pluralistic society with some core values and limited interaction between groups. No one can say for sure what we will look like 50 years down the road, but it's safe to say that race will still be an issue and marketing will never be the same.
Marketers, at a minimum, must try to understand what each new wrinkle in the fabric of society means for products, our brands and our companies. If we get it right and are able to crack the code on issues like assimilation and ethnic identity, we stand to make a lot of money. If we miss it, we risk becoming as meaningless as the buggy manufacturers of yesteryear.
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT 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.
Recommended, for all levels of management and any student of marketing or advertising.
"Synopsis" may belong to another edition of this title.
Gate City Books
GREENSBORO, NC, U.S.A.
AbeBooks seller since June 5, 2025
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