Communicating With The Multicultural Consumer

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Communicating with the Multicultural Consumer

Author : Barbara Mueller
Publisher : Peter Lang
ISBN 13 : 9780820481197
Total Pages : 356 pages
Book Rating : 4.4/5 (811 download)

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Book Synopsis Communicating with the Multicultural Consumer by : Barbara Mueller

Download or read book Communicating with the Multicultural Consumer written by Barbara Mueller and published by Peter Lang. This book was released on 2008 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Marye Tharp
Publisher : Routledge
ISBN 13 : 1317507487
Total Pages : 366 pages
Book Rating : 4.3/5 (175 download)

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Book Synopsis Transcultural Marketing by : Marye Tharp

Download or read book Transcultural Marketing written by Marye Tharp and published by Routledge. This book was released on 2014-12-17 with total page 366 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Multicultural Customer Service

Author : Leslie Aguilar
Publisher : McGraw Hill Professional
ISBN 13 : 9780786303328
Total Pages : 172 pages
Book Rating : 4.3/5 (33 download)

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Book Synopsis Multicultural Customer Service by : Leslie Aguilar

Download or read book Multicultural Customer Service written by Leslie Aguilar and published by McGraw Hill Professional. This book was released on 1996 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Oxford Handbook of Multicultural Identity

Author : Veronica Benet-Martinez
Publisher : Oxford University Press
ISBN 13 : 0199796750
Total Pages : 561 pages
Book Rating : 4.1/5 (997 download)

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Book Synopsis The Oxford Handbook of Multicultural Identity by : Veronica Benet-Martinez

Download or read book The Oxford Handbook of Multicultural Identity written by Veronica Benet-Martinez and published by Oxford University Press. This book was released on 2015-08-01 with total page 561 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Communicating Environmental Risk in Multiethnic Communities

Author : Michael K. Lindell
Publisher : SAGE
ISBN 13 : 9780761906513
Total Pages : 276 pages
Book Rating : 4.9/5 (65 download)

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Book Synopsis Communicating Environmental Risk in Multiethnic Communities by : Michael K. Lindell

Download or read book Communicating Environmental Risk in Multiethnic Communities written by Michael K. Lindell and published by SAGE. This book was released on 2004 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Annotation "This volume is recommended for practitioners in private emergency management and federal, state, and local governments, as well as students studying risk communication, health communication, emergency management, and environmental policy and management."--BOOK JACKET. Title Summary field provided by Blackwell North America, Inc. All Rights Reserved.

Marketing and Consumer Identity in Multicultural America

Author : Marye C. Tharp
Publisher : SAGE Publications, Incorporated
ISBN 13 :
Total Pages : 482 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Marketing and Consumer Identity in Multicultural America by : Marye C. Tharp

Download or read book Marketing and Consumer Identity in Multicultural America written by Marye C. Tharp and published by SAGE Publications, Incorporated. This book was released on 2001-02-06 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Practical Guide to Multicultural Marketing

Author : Natalie Rouse
Publisher :
ISBN 13 : 9780983245469
Total Pages : 109 pages
Book Rating : 4.2/5 (454 download)

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Book Synopsis The Practical Guide to Multicultural Marketing by : Natalie Rouse

Download or read book The Practical Guide to Multicultural Marketing written by Natalie Rouse and published by . This book was released on 2013-03-18 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Felipe Korzenny
Publisher : Routledge
ISBN 13 : 1317422295
Total Pages : 521 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Hispanic Marketing by : Felipe Korzenny

Download or read book Hispanic Marketing written by Felipe Korzenny and published by Routledge. This book was released on 2017-06-14 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Dolores E. Battle
Publisher :
ISBN 13 :
Total Pages : 488 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Communication Disorders in Multicultural Populations by : Dolores E. Battle

Download or read book Communication Disorders in Multicultural Populations written by Dolores E. Battle and published by . This book was released on 1998 with total page 488 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Multicultural Communication Strategies

Author : Judith A. Starkey
Publisher :
ISBN 13 : 9780964868601
Total Pages : 164 pages
Book Rating : 4.8/5 (686 download)

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Book Synopsis Multicultural Communication Strategies by : Judith A. Starkey

Download or read book Multicultural Communication Strategies written by Judith A. Starkey and published by . This book was released on 1996 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Managing Intercultural Conflict Effectively

Author : Stella Ting-Toomey
Publisher : SAGE Publications
ISBN 13 : 1506320260
Total Pages : 249 pages
Book Rating : 4.5/5 (63 download)

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Book Synopsis Managing Intercultural Conflict Effectively by : Stella Ting-Toomey

Download or read book Managing Intercultural Conflict Effectively written by Stella Ting-Toomey and published by SAGE Publications. This book was released on 2001-07-25 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this volume, Ting-Toomey and Oetzel accomplish two objectives: to explain the culture-based situational conflict model, including the relationship among conflict, ethnicity, and culture; and, second, integrate theory and practice in the discussion of interpersonal conflict in culture, ethnic, and gender contexts. While the book is theoretically directed, it is also a down-to-earth practical book that contains ample examples, conflict dialogues, and critical incidents. Managing Intercultural Conflict Effectively helps to illustrate the complexity of intercultural conflict interactions and readers will gain a broad yet integrative perspective in assessing intercultural conflict situations. The book is a multidisciplinary text that draws from the research work of a variety of disciplines such as cross-cultural psychology, social psychology, sociology, marital and family studies, international management, and communication.

Proceedings of the 1998 Multicultural Marketing Conference

Author : Jean-Charles Chebat
Publisher : Springer
ISBN 13 : 3319173839
Total Pages : 568 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Proceedings of the 1998 Multicultural Marketing Conference by : Jean-Charles Chebat

Download or read book Proceedings of the 1998 Multicultural Marketing Conference written by Jean-Charles Chebat and published by Springer. This book was released on 2015-05-19 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1998 Multicultural Marketing Conference held in Montreal, Canada. The focus of the conference and the enclosed papers is on marketing to various ethnic groups in both a US and global context. It presents papers on various multicultural issues across the entire spectrum of marketing activities and functions including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Cross-Cultural Journalism and Strategic Communication

Author : Maria E Len-Rios
Publisher : Routledge
ISBN 13 : 0429948824
Total Pages : 394 pages
Book Rating : 4.4/5 (299 download)

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Book Synopsis Cross-Cultural Journalism and Strategic Communication by : Maria E Len-Rios

Download or read book Cross-Cultural Journalism and Strategic Communication written by Maria E Len-Rios and published by Routledge. This book was released on 2019-11-01 with total page 394 pages. Available in PDF, EPUB and Kindle. Book excerpt: Built using the hands-on and pioneering Missouri Method, this textbook prepares readers to write about and communicate with people of different backgrounds, offering real-world examples of how to practice excellent journalism and strategic communication that takes culture into account. No matter the communication purpose, this book will help readers engage with difference and the concept of fault lines, and to identify and mitigate bias. It provides guidance on communicating the complexity inherent in issues such as crime, immigration, and sports, and understanding census data gathering methods and terms to craft stories or strategic campaigns. Above all, the book encourages readers to reconsider assumptions about race, class, gender, identity, sexual orientation, immigration status, religion, disability, and age, and recognize communicators’ responsibilities in shaping national discussions. This new edition addresses the ever-changing political and social climate, differentiates excellent journalism from punditry, and shows the business value of understanding diverse perspectives. A fantastic introduction to this complex but important field, this book is perfect for students, teachers, and early career communicators. The combintion of a hands-on approach and pull-out boxes with the diverse voices curated by editors María Len-Ríos and Earnest Perry make this an ideal text for the classroom and beyond.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Author : Alcántara-Pilar, Juan Miguel
Publisher : IGI Global
ISBN 13 : 1466682639
Total Pages : 430 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Analyzing the Cultural Diversity of Consumers in the Global Marketplace by : Alcántara-Pilar, Juan Miguel

Download or read book Analyzing the Cultural Diversity of Consumers in the Global Marketplace written by Alcántara-Pilar, Juan Miguel and published by IGI Global. This book was released on 2015-04-30 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Ethnic Marketing

Author : Guilherme Pires
Publisher : Routledge
ISBN 13 : 1135046387
Total Pages : 391 pages
Book Rating : 4.1/5 (35 download)

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Book Synopsis Ethnic Marketing by : Guilherme Pires

Download or read book Ethnic Marketing written by Guilherme Pires and published by Routledge. This book was released on 2014-12-05 with total page 391 pages. Available in PDF, EPUB and Kindle. Book excerpt: A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Consumer Behavior in Action

Author : Geoffrey Paul Lantos
Publisher : Routledge
ISBN 13 : 1317473833
Total Pages : 1091 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Consumer Behavior in Action by : Geoffrey Paul Lantos

Download or read book Consumer Behavior in Action written by Geoffrey Paul Lantos and published by Routledge. This book was released on 2015-01-28 with total page 1091 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author’s practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.

Communicating with Memes

Author : Grant Kien
Publisher : Rowman & Littlefield
ISBN 13 : 1498551343
Total Pages : 250 pages
Book Rating : 4.4/5 (985 download)

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Book Synopsis Communicating with Memes by : Grant Kien

Download or read book Communicating with Memes written by Grant Kien and published by Rowman & Littlefield. This book was released on 2019-06-03 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Communicating with Memes: Consequences in Post-truth Civilization investigates the consequences of memetic communication, including online harassment, the election of Donald Trump, and the resurgence of once-eradicated diseases. The author examines the causes of these consequences, and what action—if any—should be taken in response.