| Description |
xxx, 290 pages ; 24 cm |
| Summary |
When Fortune 500 companies need to reenergize or reinvent a lagging brand, they call Steve Stoute. In addition to marrying cultural icons with blue-chip marketers, Stoute has helped identify and activate a new generation of consumers. He traces how the "tanning" phenomenon raised a generation of black, Hispanic, white, and Asian consumers who have the same "mental complexion" based on shared experiences and values. This consumer is a mindset-not a race or age-that responds to shared values and experiences, rather than the increasingly irrelevant demographic boxes that have been used to a fault by corporate America. And Stoute believes there is a language gap that must be bridged in order to engage the most powerful market force in the history of commerce. The Tanning of America provides that very translation guide. Drawing from his company's case studies, as well as from extensive interviews with leading figures of multiple fields, Stoute presents an insider's view of how the transcendent power of popular culture is helping reinvigorate and revitalize American marketing. |
| Subject |
Marketing -- United States.
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Hip-hop -- United States.
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Consumers -- United States.
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Rap (Music)
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Hip-hop -- Economic aspects.
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Hip-hop -- Social aspects.
|
| Added Author |
Rivas, Mim Eichler.
|
| ISBN |
9781592404810 hardback $26.00 |
|
1592404812 hardback |
|
