Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation Updated and Revised 2nd Edition - Softcover

David R. Morse

Softcover

ISBN 10: 1941688527 ISBN 13: 9781941688526

Publisher: Paramount Market Publishing, Inc., 2018

Synopsis

When the first edition of this book was released in 2009, America had just elected its first truly multicultural President and some, either optimistically or naiively proclaimed that the nation had become a "post-racial" society. With a father from Kenya and a mother from Kansas, raised in Hawaii with an Asian sister, Barack Obama referred to himself as a "mutt" at his first press conference. It can easily be argued that the 44th President is, at least demographically, much more like the future of the US than its past.

Eight years later as this second editon is being released, the nation has just elected Donald Trump the anti-Obama who has made nationalism a central plank of his agenda. For many of his supporters, the term "Make America Great Again" harkens back to a simpler time like the 1950s when whites were much more dominant than they are now.

Melting Pot or Salad Bowl?

Even if the term melting pot applied 100 years ago, it doesn't fit today. Some demographers and social historians have adopted a new phrase "the salad bowl" to describe a united nation of peoples who bump into each other and share the same space and laws, but retain what makes them "special" and prefer not to blend in, at least not too much.

What do these developments say about the future of multicultural marketing? Will the nation fracture into disconnected communities with no shared commonalities? Or will we be a pluralistic society with some core values and limited interaction between groups. No one can say for sure what we will look like 50 years down the road, but it's safe to say that race will still be an issue and marketing will never be the same.

Marketers, at a minimum, must try to understand what each new wrinkle in the fabric of society means for products, our brands and our companies. If we get it right and are able to crack the code on issues like assimilation and ethnic identity, we stand to make a lot of money. If we miss it, we risk becoming as meaningless as the buggy manufacturers of yesteryear.

With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.

Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream.

Recommended, for all levels of management and any student of marketing or advertising.

About this title

About the Author

David Morse is the President and CEO of New American Dimensions, the nation's leading multicultural market research and consulting firm specializing in analysis and intelligence on the hyphenated American. The company has pioneered in-depth research techniques that incorporate regional, generational, acculturation, and lifestyle factors to identify and articulate the complex consumer landscape to its clients. David and his colleagues have advised clients that include Fortune 100 executives, marketers, and key business leaders on strategizing and executing million-dollar campaigns.

David is uniquely positioned to identify the complex and changing attitudes of hyphenated Americans; he regularly travels the country to personally conduct field research as a focus group moderator. His 25 years of experience includes senior marketing and market research positions in the U.S. and abroad at Levi Strauss & Co, Gillette de Mexico, Southern Pacific Transportation Company, and American Honda Motor Company.

David is frequently quoted by the media such as The New York Times, The New York Post, The Christian Science Monitor, La Opinion, The Dallas Morning News, and the Associated Press. He often speaks to national companies, research groups, and marketing industry conferences about current and future consumer trends in the U.S., especially as it relates to how ethnic Americans are rewriting the rules of the marketplace.

David holds a Master of International Management degree from Thunderbird, The American Graduate School of Global Management, a Master of Arts from California State University, Los Angeles in History, and a Bachelor of Arts degree from the University of New Hampshire, where he studied Psychology and Japanese Studies. His books include Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation and Kissinger and the Yom Kippur War.

Review

David Morse speaks truth into power in this smartly written, comprehensive cultural marketing book. Morse's no-nonsense layering of keen insights with history and facts unleashes new perspectives about American's changing population. You will be smarter and wiser about the multicultural segments and LGBTs after reading this book. Get ready to take notes for that big presentation because what you need is here! --PEPPER MILLER, The Hunter-Miller Group, Inc. Author of What's Black About?

David Morse is making an important contribution in assembling the cultural diversity of our country in a coherent set and providing important rules for marketers to work with. I strongly recommend this book as a must read for those dealing with multicultural marketing and students of the subject. I plan to make it a required reading for my course on Multicultural Marketing Communication. --FELIPE KORZENNY, PH.D., Professor and Director, Center for Hispanic Marketing Communication, Florida State University

Morse's observations are eye opening and sometimes provocactive. Whether you agree with him or not, his book is a must read for anyone who hopes to succeed in marketing in an ever changing segmented America. --ROBERTO ORCI, President, Acento

Edition details

• Publisher: Paramount Market Publishing, Inc.
• Publication date: 2018
• ISBN 10: 1941688527
• ISBN 13: 9781941688526
• Binding: Paperback
• Language: English
• Edition number: 2
• Number of pages: 260