The New Mainstream: How the Multicultural Consumer Is Transforming American BusinessHarper Collins, 7 Sep 2004 - 320 halaman An economic revolution is transforming America. It's called The New Mainstream. The New Mainstream explains how Americans will eat, work, play, learn, and spend money in the twenty-first century -- and why any organization that ignores the lessons of the New Mainstream is doomed to fail. In The New Mainstream, Guy Garcia offers us both a wake-up call and a road map to the new multicultural reality in America. The New Mainstream is a corporate survival guide for the uncharted markets of the twenty-first century as well as an intellectual toolkit for anyone hoping to get a handle on -- or get ahead of -- the demographic and marketing trends of today's increasingly diverse global society. Somewhere between the moment when salsa replaced ketchup as the nation's most popular condiment and the rise of a pugnacious white rapper named Eminem to a top-selling recording artist, America changed for good. The change was both subtle and seismic. The change was demographic and social, cutting across corporations and organizations, and putting a multicultural spin on everything from business and politics to entertainment and technology. Mainstream America, the way we knew it, was gone for good. But what has replaced it? The New Mainstream is the most profitable sector of the U.S. economy, and it will be the one to have the deepest impact on the very nature of what it means to be an American. Led by the growing statistical and buying power of blacks, Latinos, and Asians, the New Mainstream is the loose coalition of minorities that have been forced to forge their own identity outside the Old Mainstream -- even as they use and consume mass-media and mass-produced products targeted to the general public. This new consumer economy is transforming how products and services are developed, marketed, and bought. And by tapping the core values that have helped to make the United States the world's most powerful country, the multicultural consumer is also America's best hope for the future. |
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... growth ? " Ranganathan has noticed an evolution in the interests and attitudes of ethnic marketers , who are increasingly focused on the business case for di- versity , which includes tracking return on investment as well as internal ...
... growth markets for General Motors. AT&T Wireless, Lehman Bros., Fannie Mae, and more than a dozen other major U.S. companies are also represented. Some of the speakers have come to build their brands, some have come to raise their ...
... growth of 112 percent for whites . According to the Selig study , " The Multicultural Economy : Minority Buying Power in the New Cen- tury , " the numbers represent a doubling of Hispanic buying power in eighteen years to 10 percent of ...
... growth against potential market increases; indicate the market potential of new and existing products; and guide targeted advertising campaigns.” 4 As Hispanic buying power overtakes the buying power of African Amer- icans, differences ...
... growth and bottom line of the nation's largest companies are clear, the best and most efficient way to reach them can be murky. Like a photographic image made of millions of individual pixels, the more one zooms in on the multicultural ...
Isi
26 | |
Eye of the Beholder | 42 |
diversity com | 74 |
THE HISTORY OF THE FUTURE | 111 |
Cowboys and Indians | 141 |
Amexica | 162 |
Destinations | 180 |
Liquid Assets | 199 |
Creative Consumption | 217 |
Beyond the New Mainstream | 250 |
How Soon Is Now? | 265 |
Notes | 283 |
Acknowledgments | 299 |
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