SOLDES
Jusqu'à -70% sur une sélection d'articles*
Communicating with the Multicultural Consumer. Theoretical and Practical Perspectives
Par :Formats :
- Paiement en ligne :
- Livraison à domicile ou en point Mondial Relay estimée à partir du 9 juilletL'article est expédié le jour-même pour toute commande passée avant 12h00, du lundi au vendredi.
- Retrait Click and Collect en magasin gratuit
- Livraison à domicile ou en point Mondial Relay estimée à partir du 9 juillet
- Réservation en ligne avec paiement en magasin :
- Indisponible pour réserver et payer en magasin
- Nombre de pages328
- FormatGrand Format
- PrésentationBroché
- Poids0.655 kg
- Dimensions17,9 cm × 25,4 cm × 2,0 cm
- ISBN978-0-8204-8119-7
- EAN9780820481197
- Date de parution01/10/2007
- ÉditeurPeter Lang
Résumé
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.
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.