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. |
Dari dalam buku
Hasil 1-5 dari 5
... audience that if they are truly successful at integrating ethnic marketing consciousness into the corporate mainstream , ethnic marketers , as such , will no longer be necessary . The battle to convince corporate America that minorities ...
... audience . " The market was ours to lose , " lamented a senior manager close to the project . " But no one was willing to take responsibility , so nothing ever got done . It was a complete train wreck . " But this story has a happy ...
... audience . The 2003 MTV Video Awards show and the ads that made it possible are just one example of how Madison Avenue , in its unquenchable thirst to identify new markets and sell products to them , not only reflects the social and ...
... Sí TV describes it- self as " an English - language , Latino network featuring culturally relevant programming targeting the growing young Latino and multi - cultural TV audience . " The network plans to launch with an 34 The New ...
... audience . Among the programs slated for the channel's 2004 launch were Fly Paper : Fashion That Sticks , an edgy urban Latino fashion show ; Urban Latino , a youth - oriented lifestyle show that spotlights Latino fashion , music , and ...
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 |
Edisi yang lain - Lihat semua
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 |
Istilah dan frasa umum
Buku ini dirujuk
Human Resource Development: Learning & Training for Individuals & Organizations John P. Wilson Pratinjau terbatas - 2005 |