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Download or read book Marketing and Consumer Identity in Multicultural America written by Marye C. Tharp and published by SAGE Publications, Incorporated. This book was released on 2001-02-06 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.

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Download or read book For Girls Like You written by Wynter Pitts and published by Harvest House Publishers. This book was released on 2015-02-01 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tween girls have access to an unbelievable amount of media and information with just a simple click of the remote or mouse. Every outlet they turn to attempts to subtly influence their worldview...and what they believe about themselves directly affects how they live. Wynter Pitts, founder of For Girls Like You magazine, gives girls a new devotional showing them a correct definition of themselves, opening their eyes to God's truth and the difference it makes in their lives. Each daily devotion includes a prayer to help girls apply the lesson. "If you've wondered whether there is anything left on the planet to entertain your young beauties that promotes morals you'd approve of, look no further" —Author and speaker Priscilla Shirer

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