Multicultural Marketing Selling to the New America

America is experiencing the most profound demographic changes in a century. As a result, many businesses have been caught unaware by the resulting major shifts taking place in the American marketplace today, as minority groups increase in size on their way to becoming the majority of the population. Indeed, these companies are missing out on huge untapped markets emerging within our own borders because they are not adequately targeting the multicultural populations of the twenty-first century. In today's marketplace, selling effectively to this new America is key to the long-term survival and success of any company. In this definitive marketing manual, one of the nation's leading experts in ethnic marketing explains how your company can successfully reach these unique and varied minority markets. Alfred L. Schreiber explains how important it is to: Apply leading-edge thinking to adapt traditional marketing tools for minority consumers. From telemarketers to focus groups to copywriters, the work of all must be carefully adapted to the constituents of the new marketplace. Embrace workforce diversity and maintain it through effective retention strategies. To become successful in the new, diverse America, your company must become the new America. Make strategic use of in-language advertising, telemarketing, and more to dramatically increase the rate of return for every dollar you spend on marketing. Master ethnic media. Ethnic Americans often access different media from "mainstream" Americans--from the Internet to magazines to radio and print media. And they sometimes digest media differently--not just for information but also for a sense of community and values. Stake a claim on the ethnic Internet, whose growth rates far outpace those of nonethnic sites. Avoid monolithic thinking and stereotyping. Don't view all members of your target audience as one huge, undifferentiated mass or assume that minority consumers will get swept along in mainstream mass marketing. Illustrated with dozens of case studies and actual marketing and recruitment plans, this comprehensive volume shows you how to develop a corporate culture that acknowledges, respects, and reflects the distinct heritage of today's American mosaic. When you do so, your company will prosper and thrive.Schreiber, Alfred L. is the author of 'Multicultural Marketing Selling to the New America' with ISBN 9780844226019 and ISBN 0844226017.