Marketing and consumer identity in multicultural America /

Marketing and consumer identity in multicultural America /

Saved in:

Bibliographic Details
Author / Creator:	Tharp, Marye C.
Imprint:	Thousand Oaks [Calif.] : Sage Publications, c2001.
Description:	xvi, 397 p. : ill. ; 23 cm.
Language:	English
Subject:	Target marketing -- United States. Market segmentation -- United States. Consumers -- United States -- Attitudes. Multiculturalism -- United States. Consumers -- Attitudes. Market segmentation. Multiculturalism. Target marketing. United States.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/4436749

Hidden Bibliographic Details
ISBN:	0761911022 (alk. paper 0761911030 (pbk. : alk. paper)
Notes:	Includes bibliographical references (p. 315-359) and index.

Table of Contents:

The Marketing Environment in a Multicultural Society
Consumer Identity in a Multicultural Society
Marketing in a Multicultural Environment
Mature Americans
Fastest Growing Subculture
US Latinos
Largest Ethnic Subculture
African Americans
Ethnic Roots, Cultural Diversity
Gay Americans
Sexual Orientation as Community Boundary
Asian Americans
In Search of the 'American Dream'
Multicultural Markets and Marketing
Future Directions