The New Mainstream: How the Multicultural Consumer Is Transforming American Business

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Harper Collins, 18 Okt 2005 - 336 halaman
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An economic revolution is transforming America: the New Mainstream. In this groundbreaking book, Guy Garcia 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.

Led by the growing statistical and buying power of blacks, Latinos, and Asians, the New Mainstream is a loose coalition of minorities who have been forced to forge their own identity in American culture -- even as they use and consume goods and services targeted to the general public. This shift in consumer buying power is not only transforming how products are developed, marketed, and bought, it also illustrates that diversity is the driving force of American capitalism. As Garcia shows, The New Mainstream is both a wake-up call and a road map to this new economic reality.

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Ethnicity Inc
3
The Tiger Effect
26
Eye of the Beholder 42 2
42
diversity com
74
Melting Pots and Salad Bowls
113
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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Tentang pengarang (2005)

Guy Garcia is an award-winning journalist, novelist, and multimedia entrepreneur and a former staff writer at Time magazine. He is the founder and CEO of MentaMetrix, Inc., a multicultural research and marketing firm based in New York City. He is the author of the nonfiction book The New Mainstream and two novels, Skin Deep and Obsidian Sky.

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