The 85% niche : the power of women of all colors--Latina, Black, Asian /

Muley (group vice president, General Motors Corporation) examines three populations of women of color in this well-organized book, addressing the importance of their buying power and the various factors that influence their purchasing decisions. Analyzing the many subgroups of Latina, black, and Asian populations, the author provides for each group information on purchasing power, size of market, and growth rate. Data on women's educational levels and workforce participation are also included. Statistical tables are frequently included throughout the book, but occasionally a year is omitted from the source. The section on women entrepreneurship helpfully outlines issues on mentoring, resources, and networking. The strategy section related to marketing makes some broad general statements that enforce ideas taught in undergraduate business programs, but they are a good reminder. The case examples of General Motors, Avon, and Comerica are insightful into specific action plans taken to meet the needs of a diverse marketplace. Four appendixes are included, the two most beneficial being the list of resources and the interviews with the experts. Not all women of color are included in this analysis as the author acknowledges in her disclaimer. Comprehensive index. Summing Up: Recommended. General readers, all levels of students, faculty, and practitioners. K. M. Johnson Metropolitan State University