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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... buying power of African Americans , Asians , and Native Americans will account for 14.3 percent of the nation's total , or $ 10.6 trillion , up from 10.7 percent in 1990. ' Latino buying power , or total income after taxes , will rise ...
... Buying Power in the New Cen- tury , " the numbers represent a doubling of Hispanic buying power in eighteen years to 10 percent of the U.S. total , up from 5 percent in 1990 . Asian American buying power , $ 344 billion in 2003 , will ...
... 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 con- ducted in 2003 by the U.S. ...
... buying decision . “ In culture " means being sensitive to eth- nic and nationalist sensitivities and not making cultural gaffes , like the one Buick committed in Canada when the company called its new vehicle the LaCrosse , a name that ...
... buying a product , like a car or a cell phone , they prefer English , a language they associate with rational decisions . To put it another way , Latinos use Spanish for emotional transactions , while English is the tongue of ...
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 |