Marketing to multi-ethnic consumers /
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Imprint: | Sunrise, FL : D.E. Visuals, 2008. |
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Description: | 1 online resource (28 min.). |
Language: | English |
Series: | Global business and economics in video |
Subject: | |
Format: | E-Resource Video Streaming Video |
URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/13619591 |
Other authors / contributors: | Clements, Steve. |
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ISBN: | 9781503442580 |
Sound characteristics: | digital |
Digital file characteristics: | data file |
Notes: | Title from resource description page (viewed Mar. 12, 2014). This edition in English. |
Summary: | It's no longer practical to address the consuming public as one entity. The US is experiencing significant growth in the different ethnicities with each requiring special attention to their purchasing needs. African American, Hispanic and Asian consumers are becoming major purchasers of all merchandise. Manufacturers, retailers and other channel members are employing new strategies to attract these market segments. Interviews with leading representatives of the major ethnicities and a wealth of footage underscore the marketing techniques employed to reach these markets. |
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