Marketing and consumer identity in multicultural America /

Tharp (advertising, Univ. of Texas at Austin) explains that the needs and preferences of the numerous ethnic, age, lifestyle, and other subcultures in the US are becoming more distinct. She contends that rather than relying on a "one-size-fits-all" strategy, businesses must adopt a "multicultural marketing" approach to reach their potential customers. Low prices or superior products are not enough, Tharp points out. Relationships are more important than ever. Today's customers want to buy from companies that understand them and support their communities. For a company like Old Navy, this task can be a challenge since it entails gathering information about its teenage market regarding factors such as age, ethnicity, locale, and other cultural variables. The same holds true for cosmetics manufacturers. Although the majority of American women use cosmetics, Tharp explains that "cosmetics usage varies to a great extent across ethnic and age groups." Taking this into consideration, Avon and Mary Kay have made a special effort to reach out to the African American, Hispanic, and Asian American markets. The book is well organized and has an extensive reference section. Recommended for upper-division undergraduate and graduate marketing students and professionals. P. G. Kishel Cypress College