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Multicultural marketing : selling to the new America : position your company today for optimal success in the diverse America of tomorrow

Title: Multicultural marketing : selling to the new America : position your company today for optimal success in the diverse America of tomorrow / Alfred L. Schreiber, with Barry Lenson.
Author: Schreiber, Alfred L.
Publication: Lincolnwood, Ill. : NTC Business Books, [2001], ©2001.

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Status	Format	Access	Call Number	Item Location
Request for On-site Use Request Scan How do I pick up this item and when will it be ready?	Text	Request in advance	HF5415.127 .S37 2001	Off-site

Holdings

Details

Additional Authors

Lenson, Barry.

Description

xii, 300 pages : illustrations, maps; 24 cm

Subject

Note

Includes index.

Contents

Seven Truths About the Changing Face of America -- 1. A Road Map of the New America -- 2. Eight Keys to Becoming a Twenty-First-Century Marketer -- 3. Marketing to African-Americans -- 4. Marketing to Hispanic-Americans -- 5. Marketing to Asian-Pacific-Americans -- 6. Writing the Marketing Plan -- 7. The Strategic Value of Diversity -- 8. Ethnic Sponsorships and Event Marketing -- 9. Tapping the Power of Ethnic Media -- 10. Poised for Growth: Marketing on the Ethnic Internet -- 11. Multicultural Health Care -- Afterword: What Will the Business of This Century Look Like? -- App. Sample Marketing Program Proposals.

ISBN

0844226017

LCCN

00040114

OCLC

ocm44075933
SCSB-4050403

Owning Institutions

Columbia University Libraries