Communicating with the Multicultural Consumer

Communicating with the Multicultural Consumer
Author: Barbara Mueller
Publisher: Peter Lang
Total Pages: 356
Release: 2008
Genre: Business & Economics
ISBN: 9780820481197

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.

Transcultural Marketing

Transcultural Marketing
Author: Marye Tharp
Publisher: Routledge
Total Pages: 403
Release: 2014-12-17
Genre: Business & Economics
ISBN: 1317507495

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.

The Oxford Handbook of Multicultural Identity

The Oxford Handbook of Multicultural Identity
Author: Veronica Benet-Martinez
Publisher: Oxford University Press
Total Pages: 561
Release: 2015-08-01
Genre: Psychology
ISBN: 0199796750

Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.

Multicultural Customer Service

Multicultural Customer Service
Author: Leslie Aguilar
Publisher: McGraw Hill Professional
Total Pages: 172
Release: 1996
Genre: Business & Economics
ISBN: 9780786303328

This series presents essential business skills in a fast-paced, interactive format that appeals to today's busy managers, trainers, and employees alike. These authoritative, concise books deliver high-quality training at a remarkably affordable cost and gives readers both new and time-tested ways to increase productivity and career satisfaction.

Marketing and Consumer Identity in Multicultural America

Marketing and Consumer Identity in Multicultural America
Author: Marye C. Tharp
Publisher: SAGE Publications, Incorporated
Total Pages: 482
Release: 2001-02-06
Genre: Business & Economics
ISBN:

Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.

Effective Communication in Multicultural Health Care Settings

Effective Communication in Multicultural Health Care Settings
Author: Gary L. Kreps
Publisher: SAGE Publications
Total Pages: 157
Release: 1994-04-08
Genre: Language Arts & Disciplines
ISBN: 1452254001

This book provides insights into the complexities of multicultural relations in health care and demystifies the many cultural influences on health and health care to achieve its ultimate goal - to help people get the most they can out of health care and facilitate the promotion of public health.

Communicating Ethnic and Cultural Identity

Communicating Ethnic and Cultural Identity
Author: Mary Fong
Publisher: Rowman & Littlefield
Total Pages: 424
Release: 2004
Genre: Language Arts & Disciplines
ISBN: 9780742517394

This intercultural communication text reader brings together the many dimensions of ethnic and cultural identity and shows how they are communicated in everyday life. Introducing and applying key concepts, theories, and approaches--from empirical to ethnographic--a wide variety of essays look at the experiences of African Americans, Asians, Asian Americans, Latino/as, and Native Americans, as well as many cultural groups. The authors also explore issues such as gender, race, class, spirituality, alternative lifestyles, and inter- and intra-ethnic identity. Sites of analysis range from movies and photo albums to beauty salons and Deadhead concerts. Visit our website for sample chapters!

The Practical Guide to Multicultural Marketing

The Practical Guide to Multicultural Marketing
Author: Natalie Rouse
Publisher:
Total Pages: 109
Release: 2013-03-18
Genre: Communication in marketing
ISBN: 9780983245469

This book offers sound advice on how to be most efficient with your marketing resources when targeting multicultural and international consumer segments with in-language marketing and advertising. There are ideas on ways to reach out and establish yourself in the communities you are targeting. Importantly, the book will help you through the often challenging first step of selling in the idea of multicultural marketing to your internal clients and decision-makers. Finally, Natalie and Adriana will lead you through step-by-step instructions on how to develop and implement your marketing plan with a multicultural, in-language focus, giving real-life examples from someone that's been there.

Hispanic Marketing

Hispanic Marketing
Author: Felipe Korzenny
Publisher: Routledge
Total Pages: 521
Release: 2017-06-14
Genre: Business & Economics
ISBN: 1317422295

Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication strategies. Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes: twenty-seven new case studies which emphasize digital marketing applications theories and discussions on recent changes to Hispanic culture and society concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples Replete with marketing strategies that tap into the passion of Hispanic consumers, this book is the perfect companion for anyone specializing in Hispanic marketing who aims to build a meaningful connection between their brand and target markets.

Communication Disorders in Multicultural Populations

Communication Disorders in Multicultural Populations
Author: Dolores E. Battle
Publisher:
Total Pages: 488
Release: 1998
Genre: Language Arts & Disciplines
ISBN:

Fourteen contributions addressing speech-language pathologists and audiologists discuss the provision of clinical services to individuals from various cultures and linguistic backgrounds. The authors provide overviews of the major cultural groups in the US. The discussion of specific communication disorders covers neurogenic conditions, AIDS, neonatal cocaine exposure, traumatic brain injury, hearing disorders, deafness, and fluency disorder among bilingual people. Annotation copyrighted by Book News, Inc., Portland, OR