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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... growth ? " Ranganathan has noticed an evolution in the interests and attitudes of ethnic marketers , who are increasingly focused on the business case for di- versity , which includes tracking return on investment as well as internal ...
... growth markets for General Motors . AT & T Wireless , Lehman Bros. , Fannie Mae , and more than a dozen other major U.S. companies are also represented . Some of the speakers have come to build their brands , some have come to raise ...
... growth of 112 percent for whites . According to the Selig study , " The Multicultural Economy : Minority Buying Power in the New Cen- tury , " the numbers represent a doubling of Hispanic buying power in eighteen years to 10 percent of ...
... growth against potential market increases ; indicate the market potential of new and existing products ; and guide targeted advertising campaigns . " As Hispanic buying power overtakes the buying power of African Amer- icans ...
... growth and bottom line of the nation's largest companies are clear , the best and most efficient way to reach them can be murky . Like a photographic image made of millions of individual pixels , the more one zooms in on the ...
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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