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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... already changed . Part data download , part meet and greet , part born - again revivalist meeting , the SRI Multicultural Equity Conference is predicated on the notion that the multicultural market is growing and that the people in the ...
... already spending to reach multicultural consumers will spend more , and those that are consid- ering it are more likely to jump in . Ford , Pepsico , and Diageo's Johnnie Walker are just a few of the brands that are pumping up ad ...
... already been won . The blurring of races and cultures in America is well under way , and the Anglocentric culture that once characterized the mainstream no longer exists . Hispanic Americans , who represent all races and are inter ...
... already “ ex- ceeded expectations . " Other financial institutions are waking up to the growing reservoir of ethnic dollars . Brokers are looking at ways to increase the percentage of African Americans who invest in the stock market ...
... Already the percep- tion that its domestic market might be close to the saturation point was battering the stock and creating a looming sense of crisis among the company's shareholders and top managers . An emergency strategy team was ...
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 |