Marketing and consumer identity in multicultural America
Author(s)
Bibliographic Information
Marketing and consumer identity in multicultural America
Sage Publications, c2000
- : cloth
- : pbk
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places.
The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities.
Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.
Table of Contents
The Marketing Environment in a Multicultural Society
Consumer Identity in a Multicultural Society
Marketing in a Multicultural Environment
Mature Americans
Fastest Growing Subculture
US Latinos - Marye Tharp with Ernest Bromley
Largest Ethnic Subculture
African Americans - Jerome D Williams and Marye C Tharp
Ethnic Roots, Cultural Diversity
Gay Americans
Sexual Orientation as Community Boundary
Asian Americans - Satomi Furuichi et al
In Search of the 'American Dream'
Multicultural Markets and Marketing
Future Directions
by "Nielsen BookData"