Name: Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (en Inglés)
SKU: 1957665
Price: 185040.00 CLP
Availability: InStock
Author: Mueller, Barbara
ISBN: 9781433102042

portada Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (en Inglés)

Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (en Inglés)

Formato

Libro Físico

Autor

Barbara Mueller

Editorial

Peter Lang Inc., International Academic Publi

Idioma

Inglés

N° páginas

330

Encuadernación

Tapa Dura

Peso

ISBN

1433102048

ISBN13

9781433102042

Categorías

Toma de decisiones en la gestión de empresas
Publicidad

Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (en Inglés)

Barbara Mueller (Autor) · Peter Lang Inc., International Academic Publi · Tapa Dura

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Reseña del libro "Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (en Inglés)"

Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers - from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners - whether on the client side or within the advertising agency.