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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... demographic , economic , and cul- tural forces that are redefining and expanding the American Dream . As well as an engaging and enlightening book , The New Mainstream is an important one . " -Richard D. Parsons , Chairman and CEO ...
... demographic inevita- bility , Wynter says , " are the cutting edge against the throat of race in America " and have therefore made racial and ethnic considerations all but obsolete . But ethnic marketers , rather than acknowledging ...
... of how Madison Avenue , in its unquenchable thirst to identify new markets and sell products to them , not only reflects the social and demographic changes of the New Mainstream , but often helps to The Tiger Effect 27.
... demographic trend represented by Hispanic teens , who command $ 19 billion in spending power and who will grow by 62 percent over the next sixteen years , compared with 10 percent growth in the number of teens overall.9 As advertisers ...
... demographic and then fine - tune their message for local markets . " Cognizant of the fact that the most affluent Latinos tend to be English speaking or bilin- gual , Absolut vodka spiced up its first foray into the Latino market with ...
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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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Human Resource Development: Learning & Training for Individuals & Organizations John P. Wilson Pratinjau terbatas - 2005 |