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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... 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.
... cultural landscape of America . " Humphreys has the numbers to back up his claim . The Selig Center projects that by 2008 , the combined buying power of African Americans , Asians , and Native Americans will account for 14.3 percent of ...
... cultural impact is widespread , highly visible , and very different from that of African Americans , who in many ways paved the way for the myriad groups that are making their own contributions to the New Mainstream . It doesn't hurt ...
... cultural needs and habits that determine what and how they buy . Just like Latinos and Asians , many are non - English - speaking immigrants and their economic growth rate is outpacing the general population , yet because of their ...
... cultural cues from the general mass media . Others , particularly immigrants , are more likely to speak Spanish and not much English , if any . Yet even among Spanish - speaking immigrants , the cultural disparity between , say , a Mexi ...
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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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