ISBN-10:
0230616844
ISBN-13:
9780230616844
Pub. Date:
03/16/2010
Publisher:
Palgrave Macmillan
Black Is the New Green: Marketing to Affluent African Americans

Black Is the New Green: Marketing to Affluent African Americans

by Leonard E. Burnett, Andrea Hoffman

Hardcover

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Product Details

ISBN-13: 9780230616844
Publisher: Palgrave Macmillan
Publication date: 03/16/2010
Pages: 207
Product dimensions: 6.40(w) x 9.40(h) x 1.00(d)

About the Author

Leonard E. Burnett, Jr. is co-CEO and Group Publisher, of Uptown Media Group and VIBE Lifestyle Network. UPTOWN Magazine is a bi-monthly publication for urbanites focusing on the lifestyle and culture of AAAs –which also comprises UptownLife.net, the interactive website, as well as Uptown’s signature and advertiser sponsored upscale events, and Uptown Social. Len is a pioneer in the urban media space, and has been transforming marketer’s perceptions of the importance of reaching the underserved urban audience for twenty years.

Andrea Hoffman is founder and CEO of Diversity Affluence, a research, marketing communications and business development consultancy that helps brand managers, marketers, agencies, entrepreneurs and business development and media executives to understand and market to affluent ethnic consumers. She is a marketing strategist, trend forecaster, and consultant with over 23 years of experience in marketing communications. She has worked with brands such as Scholastic, Sony Electronics, Mercedes-Benz, BMW NA, NASCAR Café, Hachette Filipacchi Magazines, ALMA Awards, Nashville Entertainment Association, Alliance Bernstein and Fox Television. Andrea serves on the Board of Evidence, A Dance Company.

Table of Contents

Introduction
• Corporate Awareness
• Three Degrees of Separation: Everyone Knows Everyone
• Meet the Royaltons
• Insights, Trends, and 360 Degree Marketing
• Putting Insight into Action
• Shortening the Learning Curve - Steps to Perfecting a Diversity Marketing Program

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