The New Mainstream: How the Multicultural Consumer Is Transforming American BusinessHarper Collins, 18 Okt 2005 - 336 halaman 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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... ve used a few important cultural cues . ' It's going beyond language , to where you're really empathizing and making a cultural connection . " Ranganathan , who was born in India and worked in the advertising industry 4 The New Mainstream.
... advertising industry there before coming to the United States , sees parallels in marketing trends between America and her native country , which has long been a multiethnic , poly- glot democracy . " Fifty years from now , you may not ...
... advertising campaigns . " As Hispanic buying power overtakes the buying power of African Amer- icans , differences in spending patterns between the two groups will have implications for entire industries . A Consumer Expenditure Survey ...
How the Multicultural Consumer Is Transforming American Business Guy Garcia. largely invisible to U.S. advertisers . Topchishvili , who came to New York City in 1999 and founded Global the same year , points to recent efforts by Western ...
... advertising . " In culture " means speaking to cus- tomers in their native language or the language they respond to the most when making a buying decision . “ In culture " means being sensitive to eth- nic and nationalist sensitivities ...
Isi
3 | |
26 | |
Eye of the Beholder | 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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The New Mainstream: How the Multicultural Consumer Is Transforming American ... Guy Garcia Pratinjau terbatas - 2004 |
The New Mainstream: How the Multicultural Consumer Is Transforming American ... Guy Garcia Pratinjau tidak tersedia - 2004 |
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Human Resource Development: Learning & Training for Individuals & Organizations John P. Wilson Pratinjau terbatas - 2005 |