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Multicultural Intelligence
- Author
- David R. Morse
- Narrator
- Mike Chamberlain
- Publisher
- Tantor Media, Inc
- Publish Date
- 27 November 2018
- Run Time
- 8 hours 33 minutes
- Format
- Audiobook
What to expect
Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream.
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Details
- Author
- David R. Morse
- Narrator
- Mike Chamberlain
- Duration
- 8 hours 33 minutes
- Release Date
- 27 November 2018
- ISBN
- 9781977336415
- Format
- Audiobook
- Publisher
- Tantor Media, Inc
- Genre
- Business and Management, Behavioural economics, Society and culture: general, Sales and marketing, Ethnic studies
Synopsis
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBTQ consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream.
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