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At last––in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers. What's Black About It?presents historical, psychological and cultural influences that delve far deeper into the Black experience than the demographics which are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers. Numerous sidebars give examples of successful marketing campaigns that speak directly to African-Americans, a market representing more than $700 billion in purchasing power. You will learn why race is important in marketing, how African-Americans view their place in the U.S., and why all-Black casts in advertisements appeal to both Blacks and whites. Learn more about the influence of Blacks in the U.S. market and the importance of getting your product adopted by Black trendsetters. Other ethnic marketing books may include a general chapter or two about Blacks. What's Black About It?, written by two veteran researchers focuses on African-American consumers and engages you with frank talk, pop-culture sidebars, and case studies. Included is an extensive listing of experts, advertising agencies, pr companies, and media that specialize in the African-American market as well as a listing of important websites for African-Americans.
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Pepper Miller and Herb Kemp are passionate advocates of helping 21st century marketers understand the absolute and relative value of the African-American consumer market as a major growth opportunity in a global society. Pepper Miller is the founder of The Hunter-Miller Group, a Chicago-based consumer research, trend analysis, and marketing strategy company. She has been researching African-American consumers for more than 25 years and has helped many Fortune 500 companies get it right in their appeals to this important consumer group. Her clients include American Airlines, Allstate, General Motors, GlaxoSmithKline, Hallmark, Neutrogena, State Farms, Wells Fargo, Denny's, and Texaco as well as not-for-profit organizations such as the Chicago Symphony Orchestra and the Chicago Housing Authority. Herb Kemp has more than 20 years of experience targeting African-American consumers for some of America's best-known companies including Burger King, General Motors, Kodak, the U.S.Army,Denny's, Texaco, Anheuser-Busch, Seagram's, Toys 'R' Us, and AT&T. He has worked on the client side in decision-making general marketing positions at Pfizer, General Foods, and Chesebrough-Ponds, transitioning to senior-level general market advertising-agency responsibility at J. Walter Thompson and Ogilvy and Mather. More recently, he served as President and Executive VP at two of the largest African-American agencies, The Uniworld Group, andd the Chisholm Mingo Group, respectively. Herb is the founder of What's Black About It?, a Westport, Connecticut-based marketing consultancy dedicated to providing the cultural insights and strategic planning tools essential to building business with Black consumers.Review:
...a first rate book that will no doubt change the way corporate America views and markets to African-American consumers. -- William J. Mitchell, Managing Director of Customer Research for American Airlines, Inc.
A great read for any marketer seriously interested in succeeding with the fast-growing, economically powerful African-American demographic. -- Jay Forbes, VP Customer Development for Drug Store News & Retailing Today
This book illustrates the power of reaching out...shows the importance of marketing and communicating with the African-American community... -- Kevin Giglinto, Vice President of Marketing for the Chicago Symphony Orchestra
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