Multicultural Intelligence: Eight Make-or-break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
Language: English
Published by Paramount Market Publishing, Inc., 2018
- Softcover
- Used
Seller: GreatBookPrices, Columbia, MD, U.S.A.GreatBookPrices
AbeBooks seller since April 6, 2009
Condition: Used - Good
£ 19.40
Quantity: 1 available
Add to basketItem description from seller
May show signs of wear, highlighting, writing, and previous use. This item may be a former library book with typical markings. No guarantee on products that contain supplements Your satisfaction is 100% guaranteed. Twenty-five year bookseller with shipments to over fifty million happy customers.
Seller Inventory # 42405207-5
- Title
- Multicultural Intelligence: Eight Make-or-break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
- Author
- Morse, David R.
- 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.
GreatBookPrices
Columbia, MD, U.S.A.
AbeBooks seller since April 6, 2009
Shipping rates within U.S.A.
| Item | 5 to 14 business days | 8 to 14 business days |
|---|---|---|
| First item | £ 2.00 | £ 2.00 |
Payment methods
Store description
SuperBookDeals.com is your top source for finding new books at the absolute lowest prices, guaranteed ! We offer big discounts - everyday - on millions of titles in virtually any category, from Architecture to Zoology -- and everything in between. Discover great deals and super-savings, on professional books, text book titles, the newest computer guides, or your favorite fiction authors. You'll find it all - at HUGE SAVINGS - at SuperBookDeals. Browse through our complete online product catalog today. Serving customers around the world for years, we help thousands find just the books they're looking for -- at incredibly low, bargain prices.…
Seller's business information
Expert Trading Limited
9220 Rumsey Road, Suite 101
Columbia, MD U.S.A. 21045
Terms of sale
Company Name: GreatBookPrices
Legal Entity: Expert Trading, LLC
Address: 6310 Stevens Forest, suite 200, Columbia MD 21046
Email address: CustomerService@SuperBookDeals.com
Phone number: 410-964-0026
consumer complaints can be addressed to address above
Registration #: 52-1713923
Authorized representative: Danielle Hainsey
Right of withdrawal
If you are a consumer you can withdraw from the contract in accordance with the following. Consumer means any natural person who is acting for purposes which are outside his trade, business, craft or profession.
Information regarding the right of withdrawal
Statutory right to withdraw
You have the right to withdraw from this contract within 14 days without giving any reason.
The withdrawal period will expire after 14 days from the day on which you acquire, or a third party other than the carrier and indicated by you acquires, physical possession of the last good or the last lot or piece.
To exercise the right of withdrawal, electronically fill in and submit a clear statement on our website, under "My Purchases" in "My Account". We will communicate to you an acknowledgement of receipt of such a withdrawal on a durable medium (e.g. by e-mail) without delay.
To meet the withdrawal deadline, it is sufficient for you to send your communication concerning your exercise of the right of withdrawal before the withdrawal period has expired.
Effects of withdrawal
If you withdraw from this contract, we will reimburse to you all payments received from you, including the costs of delivery (except for the supplementary costs arising if you chose a type of delivery other than the least expensive type of standard delivery offered by us).
We may make a deduction from the reimbursement for loss in value of any goods supplied, if the loss is the result of unnecessary handling by you.
We will make the reimbursement without undue delay, and not later than 14 days after the day on which we are informed about your decision to withdraw from this contract.
We will make the reimbursement using the same means of payment as you used for the initial transaction, unless you have expressly agreed otherwise; in any event, you will not incur any fees as a result of such reimbursement.
We may withhold reimbursement until we have received the goods back, or you have supplied evidence of having sent back the goods, whichever is the earliest.
You shall send back the goods or hand them over to GreatBookPrices, Bensenville, Illinois, U.S.A., without undue delay and in any event not later than 14 days from the day on which you communicate your withdrawal from this contract to us. The deadline is met if you send back the goods before the period of 14 days has expired. You will have to bear the direct cost of returning the goods. You are only liable for any diminished value of the goods resulting from the handling other than what is necessary to establish the nature, characteristics and functioning of the goods.
Exceptions to the right of withdrawal
The right of withdrawal does not apply to:
- The delivery of newspapers, journals or magazines with the exception of subscription contracts; and
- The supply of digital content which is not supplied on a tangible medium (e.g. on a CD or DVD) if you accepted when you placed your order that we could start to deliver it, and that you could not withdraw once delivery had started.
Shipping terms
Our warehouses across the globe are fully operational without substantial delays. We are working hard and continue to overcome the daily challenges presented by COVID-19. We appreciate your understanding.
Internal processing of your order will take about 1-2 business days. Please allow an additional 4-14 business days for Media Mail delivery. We have multiple ship-from locations - MD,IL,NJ,UK,IN,NV,TN & GA