Marketing And Consumer Identity In Multicultural America

Author : Marye C. Tharp
Publisher : SAGE Publications, Incorporated
Page : 482 pages
File Size : 40,6 Mb
Release : 2001-02-06
Category : Business & Economics
ISBN : UOM:39015053113620

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Marketing and Consumer Identity in Multicultural America by Marye C. Tharp Pdf

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.

Author : Janeen Arnold Costa,Gary J. Bamossy
Publisher : SAGE Publications, Incorporated
Page : 360 pages
File Size : 45,5 Mb
Release : 1995-04-05
Category : Business & Economics
ISBN : UCSC:32106011624951

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Marketing in a Multicultural World by Janeen Arnold Costa,Gary J. Bamossy Pdf

Global trends in emerging ethnicity - and also in global marketing - make this an especially timely book. Marketing in a Multicultural World is the perfect volume for scholars, students, and professionals in marketing and race and ethnic studies.

Author : Marilyn Halter
Publisher : Schocken
Page : 258 pages
File Size : 54,8 Mb
Release : 2007-12-18
Category : Business & Economics
ISBN : 9780307427700

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Shopping for Identity by Marilyn Halter Pdf

In America today, you can connect to your ethnic heritage in dozens of ways, or adopt an identity just for an evening. Our society is not a melting pot but a salad bar--a bazaar in which the purveyors of goods and services spend close to $2 billion a year marketing the foods, clothing, objects, vacations, and events that help people express their (and others') ethnic identities. This is a huge business, whose target groups are the "hyphenated Americans"--in other words, all of us. As immigrant groups gain economic security, they tend to reinforce--not relinquish--their ethnic identification. Marilyn Halter demonstrates that, to a great extent, they do it by shopping. And their purchasing power is enormous. How has the marketplace responded to this hunger? Instantly and wholeheartedly: tweaking old products and inventing new ones; launching new brands in supermarkets, new music groups, vacation itineraries, language courses, toys, greeting cards, et cetera. This nexus of business and ethnicity is already seen as the hottest consumer development of this decade, and Halter is uniquely qualified to describe its origins, the exponential growth of products and advertising, and the phenomenal sales of items from salsa to Chieftains CDs. She addresses her subject with an abundance of anecdotal evidence, telling examples of ethnic marketing, and interviews with entrepreneurs (many of them immigrants) who are vigorously seizing the opportunities offered by the business of ethnicity. Shopping for Identity is provocative, intriguing, and farseeing, illuminating an important aspect of our contemporary way of life while validating the yearning we all feel for connection to our roots.

Author : Marye Tharp
Publisher : Routledge
Page : 403 pages
File Size : 46,6 Mb
Release : 2014-12-17
Category : Business & Economics
ISBN : 9781317507499

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Transcultural Marketing by Marye Tharp Pdf

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.

Author : Alcántara-Pilar, Juan Miguel
Publisher : IGI Global
Page : 404 pages
File Size : 44,7 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466682634

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

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.

Author : Marye Tharp
Publisher : M.E. Sharpe
Page : 405 pages
File Size : 43,5 Mb
Release : 2014-05-20
Category : Business & Economics
ISBN : 9780765645067

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Transcultural Marketing by Marye Tharp Pdf

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.

Author : Lizabeth Cohen
Publisher : Vintage
Page : 578 pages
File Size : 52,6 Mb
Release : 2008-12-24
Category : History
ISBN : 9780307555366

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A Consumers' Republic by Lizabeth Cohen Pdf

In this signal work of history, Bancroft Prize winner and Pulitzer Prize finalist Lizabeth Cohen shows how the pursuit of prosperity after World War II fueled our pervasive consumer mentality and transformed American life. Trumpeted as a means to promote the general welfare, mass consumption quickly outgrew its economic objectives and became synonymous with patriotism, social equality, and the American Dream. Material goods came to embody the promise of America, and the power of consumers to purchase everything from vacuum cleaners to convertibles gave rise to the power of citizens to purchase political influence and effect social change. Yet despite undeniable successes and unprecedented affluence, mass consumption also fostered economic inequality and the fracturing of society along gender, class, and racial lines. In charting the complex legacy of our “Consumers’ Republic” Lizabeth Cohen has written a bold, encompassing, and profoundly influential book.

Author : Professor C P Rao
Publisher : Gower Publishing, Ltd.
Page : 464 pages
File Size : 45,7 Mb
Release : 2012-08-28
Category : Business & Economics
ISBN : 9781409459828

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Marketing and Multicultural Diversity by Professor C P Rao Pdf

As populations become increasingly mobile and production is globalized, every country and region in the world is becoming multicultural in social composition. Such multicultural market environments call for new marketing concepts and methodologies as well as empirical research into the implications of multicultural diversity for marketers. Multiculturalism also has significant implications for inter-organizational relations in the context of international marketing. These issues are also addressed here. In addition the book deals with multicultural marketing issues at various geographical levels - national, regional and global. With original coverage and an integrated perspective this book provides an essential overview of multicultural marketing.

Author : Geoffrey Paul Lantos
Publisher : Routledge
Page : 648 pages
File Size : 44,7 Mb
Release : 2015-01-28
Category : Business & Economics
ISBN : 9781317473848

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Consumer Behavior in Action by Geoffrey Paul Lantos Pdf

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.

Author : Carlos E. Cortés
Publisher : SAGE Publications
Page : 2475 pages
File Size : 55,9 Mb
Release : 2013-08-15
Category : Social Science
ISBN : 9781452276267

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Multicultural America by Carlos E. Cortés Pdf

This comprehensive title is among the first to extensively use newly released 2010 U.S. Census data to examine multiculturalism today and tomorrow in America. This distinction is important considering the following NPR report by Eyder Peralta: “Based on the first national numbers released by the Census Bureau, the AP reports that minorities account for 90 percent of the total U.S. growth since 2000, due to immigration and higher birth rates for Latinos.” According to John Logan, a Brown University sociologist who has analyzed most of the census figures, “The futures of most metropolitan areas in the country are contingent on how attractive they are to Hispanic and Asian populations.” Both non-Hispanic whites and blacks are getting older as a group. “These groups are tending to fade out,” he added. Another demographer, William H. Frey with the Brookings Institution, told The Washington Post that this has been a pivotal decade. “We’re pivoting from a white-black-dominated American population to one that is multiracial and multicultural.” Multicultural America: A Multimedia Encyclopedia explores this pivotal moment and its ramifications with more than 900 signed entries not just providing a compilation of specific ethnic groups and their histories but also covering the full spectrum of issues flowing from the increasingly multicultural canvas that is America today. Pedagogical elements include an introduction, a thematic reader’s guide, a chronology of multicultural milestones, a glossary, a resource guide to key books, journals, and Internet sites, and an appendix of 2010 U.S. Census Data. Finally, the electronic version will be the only reference work on this topic to augment written entries with multimedia for today’s students, with 100 videos (with transcripts) from Getty Images and Video Vault, the Agence France Press, and Sky News, as reviewed by the media librarian of the Rutgers University Libraries, working in concert with the title’s editors.

Author : Anonim
Publisher : M.E. Sharpe
Page : 249 pages
File Size : 46,6 Mb
Release : 2024-06-30
Category : Electronic
ISBN : 9780765641939

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Virtual Social Identity and Consumer Behavior by Anonim Pdf

Author : Dawn Burton
Publisher : Routledge
Page : 328 pages
File Size : 42,9 Mb
Release : 2008-11-21
Category : Business & Economics
ISBN : 9781134060177

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Cross-Cultural Marketing by Dawn Burton Pdf

This groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need for cross-cultural marketing in multi-cultural societies.

Author : Jerome D. Williams,Wei-Na Lee,Curtis P. Haugtvedt
Publisher : Psychology Press
Page : 472 pages
File Size : 49,8 Mb
Release : 2004-04-13
Category : Business & Economics
ISBN : 9781135617561

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Diversity in Advertising by Jerome D. Williams,Wei-Na Lee,Curtis P. Haugtvedt Pdf

This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.

Author : John D. Skrentny
Publisher : Princeton University Press
Page : 414 pages
File Size : 40,5 Mb
Release : 2015-11-24
Category : Social Science
ISBN : 9780691168128

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After Civil Rights by John D. Skrentny Pdf

A provocative new approach to race in the workplace What role should racial difference play in the American workplace? As a nation, we rely on civil rights law to address this question, and the monumental Civil Rights Act of 1964 seemingly answered it: race must not be a factor in workplace decisions. In After Civil Rights, John Skrentny contends that after decades of mass immigration, many employers, Democratic and Republican political leaders, and advocates have adopted a new strategy to manage race and work. Race is now relevant not only in negative cases of discrimination, but in more positive ways as well. In today's workplace, employers routinely practice "racial realism," where they view race as real—as a job qualification. Many believe employee racial differences, and sometimes immigrant status, correspond to unique abilities or evoke desirable reactions from clients or citizens. They also see racial diversity as a way to increase workplace dynamism. The problem is that when employers see race as useful for organizational effectiveness, they are often in violation of civil rights law. After Civil Rights examines this emerging strategy in a wide range of employment situations, including the low-skilled sector, professional and white-collar jobs, and entertainment and media. In this important book, Skrentny urges us to acknowledge the racial realism already occurring, and lays out a series of reforms that, if enacted, would bring the law and lived experience more in line, yet still remain respectful of the need to protect the civil rights of all workers.

Author : Russell W. Belk
Publisher : Edward Elgar Publishing
Page : 609 pages
File Size : 47,9 Mb
Release : 2007
Category : Business & Economics
ISBN : 9781847204127

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Handbook of Qualitative Research Methods in Marketing by Russell W. Belk Pdf

A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.