Consider These Facts
- Today, ethnic AmericansAfrican-Americans, Asian-Pacific-Americans, and Hispanic-Americansmake up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent.
- Ethnic Americans are increasing in population seven times as fast as nonethnic Americans.
- The spending power of ethnic Americans has doubled over the past decadeto well over $1 trillion.
- As recently as 1997, only 1 percent of American marketing dollars was spent for advertising directly to ethnic Americans.
|Publisher:||McGraw-Hill Companies, The|
|Product dimensions:||6.29(w) x 9.31(h) x 1.22(d)|
Table of Contents
|Introduction: Seven Truths About the Changing Face of America||ix|
|1||A Road Map of the New America||1|
|2||Eight Keys to Becoming a Twenty-First-Century Marketer||17|
|3||Marketing to African-Americans||31|
|4||Marketing to Hispanic-Americans||51|
|5||Marketing to Asian-Pacific-Americans||71|
|6||Writing the Marketing Plan||93|
|7||The Strategic Value of Diversity||117|
|8||Ethnic Sponsorships and Event Marketing||147|
|9||Tapping the Power of Ethnic Media||165|
|10||Poised for Growth: Marketing on the Ethnic Internet||191|
|11||Multicultural Health Care||207|
|Afterword: What Will the Business of This Century Look Like?||227|
|Appendix||Sample Marketing Program Proposals||237|