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xiii | |
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xiv | |
| Preface |
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xix | |
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The Growth of Multicultural Markets |
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1 | (22) |
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1 | (1) |
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Race and Ethnicity in the U.S. Marketplace |
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2 | (5) |
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6 | (1) |
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6 | (1) |
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African American or Black? |
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6 | (1) |
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Asian American or Asian Pacific American? |
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7 | (1) |
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Population Growth: Birthrate and Immigration |
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7 | (3) |
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10 | (1) |
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Ethnic Population Distribution |
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10 | (3) |
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13 | (1) |
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Income and Ethnic Buying Power |
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14 | (2) |
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Corporate America Responds |
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16 | (2) |
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16 | (1) |
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17 | (1) |
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17 | (1) |
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Projections for the Future |
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18 | (2) |
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20 | (3) |
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The Multicultural Consumer and the Marketing Mix |
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23 | (32) |
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Tailoring the Marketing Mix |
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24 | (1) |
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24 | (7) |
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Product Standardization, Adaptation, and Customization |
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26 | (3) |
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Packaging and Labeling Decisions |
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29 | (2) |
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31 | (1) |
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32 | (2) |
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Pricing Objectives and Strategies |
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33 | (1) |
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34 | (15) |
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34 | (1) |
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35 | (2) |
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37 | (3) |
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40 | (1) |
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41 | (2) |
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43 | (2) |
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45 | (3) |
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Word-of-Mouth Advertising and Buzz Marketing |
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48 | (1) |
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Integrated Marketing Communications |
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49 | (3) |
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52 | (3) |
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The Influence of Culture on Marketing and Advertising to Multicultural Consumers |
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55 | (52) |
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56 | (5) |
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57 | (1) |
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Self-Reference Criterion and Ethnocentrism |
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57 | (1) |
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Assimilation and Acculturation |
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58 | (3) |
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Culture and Communication |
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61 | (14) |
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62 | (1) |
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62 | (1) |
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Language and Hispanic Americans |
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63 | (2) |
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Language and Asian Americans |
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65 | (1) |
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Language and African Americans |
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66 | (1) |
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67 | (2) |
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69 | (1) |
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69 | (1) |
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70 | (2) |
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72 | (1) |
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Colors and Other Signs and Symbols |
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73 | (2) |
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75 | (15) |
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77 | (1) |
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Gtessifying and Assessing Values |
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77 | (2) |
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Religion, Morals, and Ethical Standards |
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79 | (3) |
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82 | (6) |
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Hofstede's Dimensions of Culture |
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88 | (1) |
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Individualism versus Collectivism |
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88 | (2) |
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Influence of Culture on Consumer Behavior |
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90 | (10) |
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90 | (2) |
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92 | (1) |
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93 | (3) |
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96 | (2) |
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Who Makes Purchase Decisions |
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98 | (2) |
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100 | (1) |
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100 | (7) |
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Reaching Hispanic Consumers |
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107 | (50) |
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Who They Are: Understanding Hispanic Identity |
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107 | (4) |
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108 | (1) |
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108 | (1) |
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109 | (1) |
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109 | (1) |
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110 | (1) |
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110 | (1) |
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111 | (1) |
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Unifying Factors: Language, Religion, and Family |
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111 | (8) |
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111 | (3) |
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114 | (2) |
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116 | (3) |
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Hispanic Income and Buying Power |
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119 | (3) |
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122 | (3) |
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Who's Talking to Hispanics? |
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125 | (2) |
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Creating Advertising That Persuades Hispanic Consumers |
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127 | (1) |
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128 | (25) |
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130 | (10) |
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140 | (4) |
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144 | (1) |
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145 | (3) |
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148 | (1) |
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149 | (4) |
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153 | (4) |
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Reaching African American Consumers |
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157 | (50) |
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Who They Are: Understanding African American Identity |
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157 | (1) |
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158 | (1) |
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Unifying Factors: The Black Experience, Religion and the Black Church, and Family and Community |
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159 | (9) |
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159 | (2) |
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Religion and the Black Church |
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161 | (2) |
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163 | (5) |
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African American Income and Buying Power |
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168 | (7) |
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African American Shopping Behavior |
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175 | (6) |
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Who's Talking to African Americans? |
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181 | (1) |
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How to Create Ads That Persuade |
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182 | (6) |
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188 | (15) |
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189 | (6) |
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195 | (1) |
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196 | (2) |
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198 | (3) |
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Computers and the Internet |
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201 | (2) |
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203 | (4) |
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Reaching Asian American Consumers |
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207 | (44) |
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Who They Are: Understanding Asian American Identity |
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207 | (2) |
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209 | (3) |
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Unifying Factors: Group Orientation and the Family, Education, and Saving Money |
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212 | (8) |
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Group Orientation and the Family |
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212 | (6) |
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218 | (1) |
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219 | (1) |
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Asian American Income and Buying Power |
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220 | (4) |
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Asian American Shopping Behavior |
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224 | (5) |
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Who's Talking to Asian Americans? |
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229 | (2) |
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How to Create Ads That Persuade |
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231 | (3) |
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234 | (12) |
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235 | (1) |
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235 | (1) |
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235 | (1) |
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235 | (1) |
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236 | (1) |
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236 | (1) |
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237 | (2) |
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239 | (1) |
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239 | (1) |
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239 | (2) |
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241 | (1) |
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241 | (1) |
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241 | (1) |
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241 | (3) |
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244 | (2) |
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246 | (5) |
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Advertising Agencies and Multicultural Consumers |
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251 | (24) |
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General Market Advertising Agencies and Ethnic Professionals |
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252 | (6) |
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Multicultural and Specialty Advertising Agencies |
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258 | (9) |
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Profile of a Hispanic Advertising Agency |
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267 | (2) |
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Profile of an African American Advertising Agency |
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269 | (2) |
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Profile of an Asian American Advertising Agency |
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271 | (2) |
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273 | (2) |
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Ethics and Social Responsibility: Selling to the Multicultural Consumer |
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275 | (38) |
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275 | (1) |
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276 | (2) |
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Applying Ethics to the Marketing Mix |
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278 | (22) |
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280 | (1) |
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Marketing Tobacco to Ethnic Consumers |
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280 | (6) |
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Marketing Alcoholic Beverages to Ethnic Consumers |
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286 | (4) |
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290 | (2) |
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292 | (1) |
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293 | (7) |
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Beyond Ethics: Corporate Social Responsibility |
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300 | (6) |
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A Firm's Responsibility to All Its Employees |
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302 | (2) |
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A Firm's Responsibility to Society |
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304 | (2) |
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306 | (7) |
| Epilogue |
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313 | (2) |
| Index |
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315 | |
