Multicultural Marketing - Hardcover

Schreiber, Alfred L.; Lenson, Barry

Hardcover

ISBN 10: 0844226017 ISBN 13: 9780844226019

Publisher: McGraw-Hill, 2000

Synopsis

Consider These Facts

• Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent.
• Ethnic Americans are increasing in population seven times as fast as nonethnic Americans.
• The spending power of ethnic Americans has doubled over the past decade--to well over $1 trillion.

But Then Consider This Fact:

• As recently as 1997, only 1 percent of American marketing dollars was spent for advertising directly to ethnic Americans.

Is There a Message Here? You Bet. If your company is not marketing directly to--and hiring--ethnic Americans, you are losing access to an emerging market whose size rivals that of Latin America or Eastern Europe . . . The time to start investing in targeted ethnic and minority marketing--in selling to the new America--is now. "Significant demographic shifts have taken place in America in the last twenty years. These changes will continue until, by midcentury, multicultural Americans will for the first time constitute a statistical majority. Every marketer, regardless of product or service, needs to reexamine his or her marketing programs to make sure they are addressing the specific needs of this burgeoning class of multicultural consumers. "With each passing year, this is becoming more and more of a business imperative, one that a number of well-known companies have begun to successfully address. AT&T is appealing to specific calling groups in their own languages. Chrysler saw its sales to African-Americans rise significantly once it began its culturally related television campaigns. These are just two of the scores of examples we discuss in Multicultural Marketing that underscore the quick success many marketers have enjoyed once they embraced culturally related ethnic marketing." -- Alfred L. Schreiber

About this title

From the Back Cover:

America is experiencing the most profound demographic changes in a century. As a result, many businesses have been caught unaware by the resulting major shifts taking place in the American marketplace today, as minority groups increase in size on their way to becoming the majority of the population. Indeed, these companies are missing out on huge untapped markets emerging within our own borders because they are not adequately targeting the multicultural populations of the twenty-first century. In today's marketplace, selling effectively to this new America is key to the long-term survival and success of any company. In this definitive marketing manual, one of the nation's leading experts in ethnic marketing explains how your company can successfully reach these unique and varied minority markets. Alfred L. Schreiber explains how important it is to:

• Apply leading-edge thinking to adapt traditional marketing tools for minority consumers. From telemarketers to focus groups to copywriters, the work of all must be carefully adapted to the constituents of the new marketplace.
• Embrace workforce diversity and maintain it through effective retention strategies. To become successful in the new, diverse America, your company must become the new America.
• Make strategic use of in-language advertising, telemarketing, and more to dramatically increase the rate of return for every dollar you spend on marketing.
• Master ethnic media. Ethnic Americans often access different media from "mainstream" Americans--from the Internet to magazines to radio and print media. And they sometimes digest media differently--not just for information but also for a sense of community and values.
• Stake a claim on the ethnic Internet, whose growth rates far outpace those of nonethnic sites.
• Avoid monolithic thinking and stereotyping. Don't view all members of your target audience as one huge, undifferentiated mass or assume that minority consumers will get swept along in mainstream mass marketing.

Illustrated with dozens of case studies and actual marketing and recruitment plans, this comprehensive volume shows you how to develop a corporate culture that acknowledges, respects, and reflects the distinct heritage of today's American mosaic. When you do so, your company will prosper and thrive.

About the Author:

Alfred L. Schreiber is managing partner of New America Strategies Group, a division of True North Communications specializing in multicultural marketing. Barry Lenson, a business writer, is a senior editor at the National Institute of Business Management.

About this edition

• Publisher: McGraw-Hill
• Publication date: 2000
• ISBN 10: 0844226017
• ISBN 13: 9780844226019
• Binding: Hardcover
• Edition number: 1
• Number of pages: 320