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Author Schreiber, Alfred L.

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.

Publication Info. Lincolnwood, Ill. : NTC Business Books, [2001]
©2001
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Location Call No. Status
 University of Saint Joseph: Pope Pius XII Library - Standard Shelving Location  658.8 S378M    Check Shelf
Description xii, 300 pages : illustrations, maps ; 24 cm
Bibliography Includes bibliographical references and index.
Contents Seven truths about the changing face of America -- A road map of the new America -- Eight keys to becoming a twenty-first century marketer -- Marketing to African-Americans -- Marketing to Hispanic-Americans -- Marketing to Asian-Pacific-Americans -- Writing the marketing plan -- The strategic value of diversity -- Ethnic sponsorships and event marketing -- Tapping the power of ethnic media -- Poised for growth : marketing on the ethnic Internet -- Multicultural health care -- What will the business of this century look like? -- Sample marketing program proposals.
Subject Market segmentation -- United States.
Minority consumers -- United States.
Added Author Lenson, Barry.
ISBN 0844226017
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