Critics of this new book might argue the election of President Obama is proof that racial, ethnic, gender and sexual preference barriers have been torn down, and marketing to these attributes isn't all that important anymore.
This book takes the position that instead of getting pushed to the background, multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center.
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) 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.
Table of Contents
Part I -- Meet the New Americans
One: Melting Pots, Multiculturalism and Marketing to the New America
Two: Hispanic Americans
Three: African Americans
Four: Asian Americans
Five: LGBT Americans
Six: Post-ethnic America and People of Mixed Race
Part II -- The Rules of Multicultural Marketing
Rule 1: Boost your MQ
Rule 2: Divide and conquer
Rule 3: Don't trust the experts
Rule 4: Don't let the joke be on you
Rule 5: Don't get lost in translation
Rule 6: Push their buttons
Rule 7: Market on a wink and a prayer Rule 8: Make up, don't cover up
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.
Mr. Morse is also a discussion moderator and panelist for the Multicultural Marketplace column on RetailWire.com, an online retail industry news analysis and discussion forum. He has authored topics ranging from Dealing in Diversity to What Race are Hispanics? to The Mainstreaming of Ethnic Markets. He also publishes a webblog titled Morse's Code on NewAmericanDimensions.com.
Most recently, his article America in Black and White was a featured chapter in the Cabletelevision Advertising Bureau s 1997 book Race, Relevance, Revenue.
David holds a Master of International Management degree from Thunderbird, The American Graduate School of International Management. There he specialized in Consumer Marketing with a special emphasis on Latin America. His Bachelor of Arts in Psychology and Japanese Studies is from the University of New Hampshire. He also speaks Japanese and is fluent in Spanish.
