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Cover: 9781433102042 | Communicating with the Multicultural Consumer | Barbara Mueller | Buch
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Communicating with the Multicultural Consumer
Theoretical and Practical Perspectives
Buch von Barbara Mueller
Sprache: Englisch

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Beschreibung
Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers ¿ from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners ¿ whether on the client side or within the advertising agency.
Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers ¿ from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners ¿ whether on the client side or within the advertising agency.
Über den Autor
The Author: Barbara Mueller is Professor of Advertising in the School of Journalism and Media Studies at San Diego State University. She received her Ph.D. in communications from the University of Washington. In addition to numerous articles in professional journals, she is the author of Dynamics of International Advertising: Theoretical and Practical Perspectives (Peter Lang, 2004), and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, 2003).
Zusammenfassung
Exklusives Verkaufsrecht für: Gesamte Welt.
Details
Erscheinungsjahr: 2007
Fachbereich: Allgemeines
Genre: Medienwissenschaften
Rubrik: Wissenschaften
Medium: Buch
ISBN-13: 9781433102042
ISBN-10: 1433102048
Sprache: Englisch
Herstellernummer: 310204
Ausstattung / Beilage: HC gerader Rücken kaschiert
Einband: Gebunden
Autor: Mueller, Barbara
Hersteller: Peter Lang
Peter Lang Publishing Inc. New York
Maße: 236 x 165 x 23 mm
Von/Mit: Barbara Mueller
Erscheinungsdatum: 04.10.2007
Gewicht: 0,7 kg
Artikel-ID: 125357267
Über den Autor
The Author: Barbara Mueller is Professor of Advertising in the School of Journalism and Media Studies at San Diego State University. She received her Ph.D. in communications from the University of Washington. In addition to numerous articles in professional journals, she is the author of Dynamics of International Advertising: Theoretical and Practical Perspectives (Peter Lang, 2004), and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, 2003).
Zusammenfassung
Exklusives Verkaufsrecht für: Gesamte Welt.
Details
Erscheinungsjahr: 2007
Fachbereich: Allgemeines
Genre: Medienwissenschaften
Rubrik: Wissenschaften
Medium: Buch
ISBN-13: 9781433102042
ISBN-10: 1433102048
Sprache: Englisch
Herstellernummer: 310204
Ausstattung / Beilage: HC gerader Rücken kaschiert
Einband: Gebunden
Autor: Mueller, Barbara
Hersteller: Peter Lang
Peter Lang Publishing Inc. New York
Maße: 236 x 165 x 23 mm
Von/Mit: Barbara Mueller
Erscheinungsdatum: 04.10.2007
Gewicht: 0,7 kg
Artikel-ID: 125357267
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