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The Practical Guide To Multicultural Marketing
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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.
Book Synopsis Multicultural Intelligence by : David R. Morse
Download or read book Multicultural Intelligence written by David R. Morse and published by . This book was released on 2018 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: "With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) 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"--Publisher's description.
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.
Book Synopsis Cross-Cultural Selling For Dummies by : Michael Soon Lee
Download or read book Cross-Cultural Selling For Dummies written by Michael Soon Lee and published by John Wiley & Sons. This book was released on 2008-11-24 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: Want to reach out to multicultural customers? Cross-Cultural Selling For Dummies is packed with everything you need to know to tap into multicultural markets, from establishing solid relationships to adapting your advertising to meeting the needs of your new clientele. You’ll acquire key cross-cultural skills and build a coordinated effort that engages all aspects of your business. This practical, easy-to-understand guide shows you how to measure the purchasing power of other cultures and change the way you market to them. You’ll learn how to do multicultural research, develop a marketing campaign with wide appeal, pick the right media, tune your materials to the market, and establish a presence in the community. You’ll find tips on identifying generational differences with in a culture, pronouncing names correctly, and determining customer motivation. Discover how to: Reach out to multicultural customers Develop strong relationships Adapt your sales presentations and techniques Clear language barriers Boost your street cred Present appealing financing options Create a foundation for long-term success Handle negotiations with skilled hagglers Recognize and overcome objections Adopt techniques to close the sale Create a strong referral base Avoid cultural conflicts Maintain a diverse sales team You can realize the incredible untapped potential of the multicultural market to send your sales soaring and your profits off the charts. Cross-Cultural Selling For Dummies shows you how!
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 383 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.
Book Synopsis Marketing to the New Majority by : David Burgos
Download or read book Marketing to the New Majority written by David Burgos and published by St. Martin's Press. This book was released on 2011-08-02 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050. Yet companies continue to address the "general market" as a separate audience from ethnic consumers, rather than acknowledging that the new mainstream is itself multicultural. In addition, many who do target multicultural audiences still employ ad strategies that rely heavily on stereotypes and fail to resonate with minority communities. Here, David Burgos and Ola Mobolade look at the changed marketplace revealed in the new 2010 Census data, and show marketers how to develop integrated campaigns that effectively reach these culturally diverse consumer populations. Drawing on interviews with industry leaders and Millward Brown's vast database of consumer research, this book will be a roadmap to the opportunities and challenges of marketing to the new mainstream in a way that feels natural, respectful, and inclusive.
Book Synopsis A Beginner's Guide to Crossing Cultures by : Patty Lane
Download or read book A Beginner's Guide to Crossing Cultures written by Patty Lane and published by InterVarsity Press. This book was released on 2009-09-20 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: The global village has arrived. Recent census figures show that communities in the United States are more culturally and ethnically diverse than ever before. And you may be just one of many who find it challenging to build relationships with people from backgrounds unlike your own. How do you befriend an international student or a new coworker from a different country? What can you expect when your church building is shared with a congregation from another cultural group? Why are your words and actions sometimes misinterpreted by others? Crosscultural specialist Patty Lane answers these questions and more. She shows you how to develop hands-on relational skills that build crosscultural friendships. And she provides practical resources to help you navigate multicultural environments with sensitivity and savvy. Filled with vivid stories of real-life situations, her helpful guidebook explains frequently misunderstood aspects of culture, debunks stereotypes and suggests ways to resolve crosscultural conflicts. Above all, Lane demonstrates God's heart for building bridges across cultures and shows how you can reach out to people of every nation, culture and ethnicity. Whether you are actively ministering to people of different cultural backgrounds, traveling to other countries for your business or simply want to make friends across cultural lines, this engaging handbook is a perfect introduction to the journey.
Book Synopsis Library Services for Multicultural Patrons by : Carol Smallwood
Download or read book Library Services for Multicultural Patrons written by Carol Smallwood and published by Rowman & Littlefield. This book was released on 2013 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: Increasingly, libraries are struggling to deal with a growing diversity in the cultural background of their patrons. Problems arising from this cultural diversity afflict all library types--school, public and academic. Library Services for Multicultural Patrons is by and for all libraries that are striving to provide multicultural services to match the growing diversity in the cultural background of patrons. The book is designed to offer helpful tips and practical advice to academic, public, and school librarians who want to better serve the multicultural groups in their communities. The contributors to the book are themselves practicing librarians and they share creative ideas for welcoming multicultural patrons into libraries and strategies for serving them more effectively. Librarians will find in these chapters tried and true tips and techniques for marketing and promotion, improving reference services for speakers of English as a second language, and enhancing programming that they can easily implement in their own libraries and communities. The chapters are divided into the following categories for ease of access: 1) Getting Organized and Finding Partners, 2) Reaching Students, 3) Community Connections, 4) Applying Technology, 6) Outreach Initiatives, 6) Programming and Events, and 7) Reference Services. Librarians of all types will be pleased to discover easy-to-implement suggestions for collaborative efforts, many rich and diverse programming ideas, strategies for improving reference services and library instruction to speakers of English as a second language, marketing and promotional tips designed to welcome multicultural patrons into the library, and much more.
Book Synopsis Marketing Information by : Michael R. Oppenheim
Download or read book Marketing Information written by Michael R. Oppenheim and published by Routledge. This book was released on 2013-10-31 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: Help your patrons create effective marketing research plans with this sourcebook! Marketing Information: A Strategic Guide for Business and Finance Libraries identifies and describes secondary published sources of information for typical marketing questions and research projects. Experts in the field offer a guided tour of the signposts and landmarks in the world of marketing information—highlighting the most important features. This extensive guide serves as a strategic bibliography, covering over 200 printed books and serials, subscription databases, and free Web sites. Marketing Information contains several useful features, including: basic bibliographic descriptions with publisher location, frequency, format, price, and URL contact information for each source listed special text boxes with practical tips, techniques, and short cuts an alphabetical listing of all source titles an index to subjects and sources Unlike some research guides that recommend only esoteric and expensive resources, this book offers a well-balanced mix of the 'readily available' and the costly and/or not widely available, so that researchers who lack immediate access to a large university business research collection still has a core of accessible materials that can be found in a public library or on the Web. This book will help you provide top-notch service to clients such as: marketing instructors in developing assignments and other curricula which incorporate a business information literacy component students whose assignments require library or other research to identify and use key marketing information tools entrepreneurs and self-employed business people writing marketing plans, business plans, loan applications, and feasibility plans marketers who wish to consult and/or incorporate standard secondary sources in their marketing plans or research projects experienced market researchers who need relevant secondary sources as a preliminary step to surveys, questionnaires, and focus groups reference librarians who advise these groups in academic, public, or corporate library settings collection development librarians selecting material for public, academic, and special libraries Marketing Information is a practical tool for marketers and for those studying to be marketers. The authors are seasoned academic business librarians who have helped doctoral candidates, faculty researchers, MBA and undergraduate students, marketing professionals, entrepreneurs, and business managers all find the right information. Now, in this resource, they come together to help you!
Download or read book R.E.D. Marketing written by Greg Creed and published by HarperCollins Leadership. This book was released on 2021-06-08 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Create breakthrough marketing campaigns by harnessing the power of R.E.D. Marketing: a transparent and flexible methodology straight from marketing powerhouse Yum! Brands. Sidestep the marketing books, courses, and even TED talks that offer hypothetical explanations that sound sensible and embrace the proven, systematic approach of R.E.D. Marketing, which the recent CEO and current CMO of Yum! Brands applied to lead Taco Bell and KFC to double digit growth. This book, filled with simple frameworks and engaging stories, will help everyone in your company understand what really works for driving sustainable brand growth and business success. In 2011, Greg Creed had just been elevated from President to CEO of Taco Bell, a brand in deep distress at the time. It was on his shoulders to turn things around quickly along with co-author and CMO, Ken Muench. Together, they developed the R.E.D (Relevance, Ease, Distinctiveness) method. It’s simple methodology does not require complicated terms and a PhD to understand, it’s actually quite simple—marketing works in three very different ways: Relevance—Is it relevant to the marketplace? Ease—Is it easy to access and use? Distinction—Does it stand out from competition? By combining actual examples from Yum! and other recognizable brands of every size around the world with the latest findings in marketing, neuroscience, and behavioral economics, and the author’s own experience marketing three different brands across 120 countries, your brand can set and achieve a truly breakthrough marketing campaign utilizing R.E.D Marketing.
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.
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 2005 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors¿ dedication to Hispanic consumers which motivated this book. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics ¿Hispanic¿ Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future
Book Synopsis Diversity, Equity, and Inclusion by : Anthony G. James
Download or read book Diversity, Equity, and Inclusion written by Anthony G. James and published by . This book was released on 2021-05-21 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diversity, Equity, and Inclusion (DEI): A Practical Guide provides readers with an effective model for fostering DEI within a variety of contexts, including education, corporate settings, nonprofit agencies, social organizations, and more. It equips any grouping of individuals with a desire to advance issues of diversity, equity, and inclusion with the ability to clearly articulate their goals and then strategically move toward them. Each of the chapters within this brief and accessible volume outlines a specific step within the greater DEI model: identifying the area of DEI to be addressed; articulating intended outcomes; identifying metrics of changes; listing and securing the resources needed to achieve expected outcomes; deciding upon an entity or individual who will be accountable for the change process; and establishing a clear timeline. Throughout, examples illuminate the material and bring the spirit of the model to life. Diversity, Equity, and Inclusion is an excellent and timely resource, whether for individuals and organizations who are new to concepts and processes related to DEI, or those who have experience but want to take their practices to the next level. Chapters and topics include: Foreword - Katherine S. Cho, Ph.D. (she/her) Foreword - Darryl B. Rice, Ph.D. Introduction Chapter 1: What Is the Diversity Characteristic You Want to Change? Chapter 2: What Are Your Intended Outcomes? Chapter 3: What Are the Metrics of Change? Chapter 4: What Resources Are Needed to Enact Changes? Chapter 5: Who Is Accountable for the DEI Related Changes? Chapter 6: What Is the Time Horizon? Chapter 7: Conclusion Appendix A: Logic Model Example Appendix B: Operational Processes for DEI related work References Index
Book Synopsis Community Health Education Methods by : Robert Bensley
Download or read book Community Health Education Methods written by Robert Bensley and published by Jones & Bartlett Learning. This book was released on 2009 with total page 421 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Third Edition of Community Health Education Methods: A Practical Guide teaches students to effectively communicate health education messages and positively influence the norms and behaviors of both individuals and communities. This text explores the methods used by health educators, including didactic techniques designed to guide others toward the pursuit of a healthy lifestyle. The authors explain the essential tools involved in communicating messages to specific audiences, providing readers with a full grasp of the skills necessary in making a difference.
Book Synopsis Social Justice, Multicultural Counseling, and Practice by : Heesoon Jun
Download or read book Social Justice, Multicultural Counseling, and Practice written by Heesoon Jun and published by SAGE. This book was released on 2010 with total page 977 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book takes a new approach to teaching students to think and learn about issues of race and diversity. It aims to break down the traditional categorizations of racial/ethnic groupings and focuses on teaching students to think and learn in a multidimensional manner, rather than in a linear fashion. The key to the book lies in its aim to teach students to practise culturally competent counselling by taking into consideration a client's multiple identities, such as a middle-aged, African American woman, who might be facing issues due to her racial grouping, her age and her gender. The book is filled with activities, excercises and examples that help students think about racism in a non-traditional manner, rather than the typical ways often taught, making it very timely and reflecting the transformation of thinking that is occuring in the field.
Book Synopsis Revitalizing Endangered Languages by : Justyna Olko
Download or read book Revitalizing Endangered Languages written by Justyna Olko and published by Cambridge University Press. This book was released on 2021-01-31 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Of the approximately 7,000 languages in the world, at least half may no longer be spoken by the end of the twenty-first century. Languages are endangered by a number of factors, including globalization, education policies, and the political, economic and cultural marginalization of minority groups. This guidebook provides ideas and strategies, as well as some background, to help with the effective revitalization of endangered languages. It covers a broad scope of themes including effective planning, benefits, wellbeing, economic aspects, attitudes and ideologies. The chapter authors have hands-on experience of language revitalization in many countries around the world, and each chapter includes a wealth of examples, such as case studies from specific languages and language areas. Clearly and accessibly written, it is suitable for non-specialists as well as academic researchers and students interested in language revitalization. This book is also available as Open Access on Cambridge Core.
Book Synopsis Supporting Student Diversity in Higher Education by : Michelle Morgan
Download or read book Supporting Student Diversity in Higher Education written by Michelle Morgan and published by Routledge. This book was released on 2013-07-03 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: Supporting Student Diversity in Higher Education is a working manual that is designed to help managers, academics and members of the professional service teams within universities, recruit and support a diverse student body across the student lifecycle at the same time as delivering a quality student experience in a challenging and pressured environment. Using the Student Experience Practitioner Model as a framework, this book helps colleagues responsible for improving the student experience navigate their way through the maze of student diversity across all levels of study, determining what to deliver, how to deliver it and to whom. It interlinks academic, welfare and support activities at faculty department, school, course and university level to support the student in their university journey. Containing 40 practical and innovative undergraduate UK and international case studies from across 12 countries spanning four continents, this book provides practical examples of recruiting and supporting a diverse student body. It includes initiatives to support: mature students (e.g. academic re-engagement); students with special needs (e.g. dyslexia and other disabilities); international students (e.g. language support requirements); students at risk (e.g. lower socio-economic groups, care leavers, male learners); Transfer and direct entry students (e.g. supporting students through this transition); individual learners and their learning needs (impact of personality on learning); students who support students (e.g. peer support). This book will be of great use to senior and middle administrative managers and academics involved in the recruitment, retention and progression of students; and also to anyone involved in education policy and students aiming to work in higher education.
