Communicating with the Multicultural Consumer PDF Download

Author: Barbara Mueller
Publisher: Peter Lang
ISBN: 9780820481197
Category : Business & Economics
Languages : en
Pages : 356

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Book Description
Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers - from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners - whether on the client side or within the advertising agency.

Author: Veronica Benet-Martinez
Publisher: Oxford University Press
ISBN: 0199796750
Category : Psychology
Languages : en
Pages : 561

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Book Description
Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.

Author: Gary L. Kreps
Publisher: SAGE Publications
ISBN: 1452254001
Category : Language Arts & Disciplines
Languages : en
Pages : 157

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Book Description
This book provides insights into the complexities of multicultural relations in health care and demystifies the many cultural influences on health and health care to achieve its ultimate goal - to help people get the most they can out of health care and facilitate the promotion of public health.

Author: Marye C. Tharp
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 482

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Book Description
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.

Author: Stella Ting-Toomey
Publisher: SAGE Publications
ISBN: 1506320260
Category : Language Arts & Disciplines
Languages : en
Pages : 249

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Book Description
In this volume, Ting-Toomey and Oetzel accomplish two objectives: to explain the culture-based situational conflict model, including the relationship among conflict, ethnicity, and culture; and, second, integrate theory and practice in the discussion of interpersonal conflict in culture, ethnic, and gender contexts. While the book is theoretically directed, it is also a down-to-earth practical book that contains ample examples, conflict dialogues, and critical incidents. Managing Intercultural Conflict Effectively helps to illustrate the complexity of intercultural conflict interactions and readers will gain a broad yet integrative perspective in assessing intercultural conflict situations. The book is a multidisciplinary text that draws from the research work of a variety of disciplines such as cross-cultural psychology, social psychology, sociology, marital and family studies, international management, and communication.

Author: Maria E Len-Rios
Publisher: Routledge
ISBN: 0429948824
Category : Language Arts & Disciplines
Languages : en
Pages : 413

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Book Description
Built using the hands-on and pioneering Missouri Method, this textbook prepares readers to write about and communicate with people of different backgrounds, offering real-world examples of how to practice excellent journalism and strategic communication that takes culture into account. No matter the communication purpose, this book will help readers engage with difference and the concept of fault lines, and to identify and mitigate bias. It provides guidance on communicating the complexity inherent in issues such as crime, immigration, and sports, and understanding census data gathering methods and terms to craft stories or strategic campaigns. Above all, the book encourages readers to reconsider assumptions about race, class, gender, identity, sexual orientation, immigration status, religion, disability, and age, and recognize communicators’ responsibilities in shaping national discussions. This new edition addresses the ever-changing political and social climate, differentiates excellent journalism from punditry, and shows the business value of understanding diverse perspectives. A fantastic introduction to this complex but important field, this book is perfect for students, teachers, and early career communicators. The combintion of a hands-on approach and pull-out boxes with the diverse voices curated by editors María Len-Ríos and Earnest Perry make this an ideal text for the classroom and beyond.

Author: Yahya R. Kamalipour
Publisher: Rowman & Littlefield
ISBN: 1538121662
Category : Language Arts & Disciplines
Languages : en
Pages : 493

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Book Description
Global Communication: A Multicultural Perspective, Third Edition brings together diverse issues and expert perspectives of twenty-two notable and accomplished communication scholars, representing eight countries around the world. Together they discuss international communication, public relations and advertising, cultural implications of globalization, international law and regulation, transnational media, the shifting politics of media, trends in communication and information technology, and much more. The Third Edition is fully updated to reflect major events that have impacted our global communication environment. Three new chapters on “global journalism” and “gender, ethnicity, and religion,” and “Shifting Politics in Global Media and Communication” have been added to make this volume more comprehensive. This book will help students understand the emergence of globalization and its effects on a worldwide scale. Features: Contributors represent Canada, Croatia, Holland, India, Germany, Sweden, Turkey, and the United States. End-of-chapter questions are updated and intended to stimulate classroom discussion. An expanded key terms and acronyms used in the book are included. An updated and comprehensive list of suggested readings provides students and instructors further information about the issues covered in this book. Helpful Internet links to information relevant to topics discussed are suggested throughout the book.

Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
ISBN: 1466682639
Category : Business & Economics
Languages : en
Pages : 430

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Book Description
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Author: Guilherme Pires
Publisher: Routledge
ISBN: 1135046387
Category : Business & Economics
Languages : en
Pages : 391

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Book Description
A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Author: Dr. Vee J. D-Davidson
Publisher: Zondervan Academic
ISBN: 0310124395
Category : Religion
Languages : en
Pages : 353

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Book Description
Effectively communicate Christ across Cultures The gospel message transcends cultures, but human communication does not. In Transforming Communication missionary and professor Vee J. D-Davidson provides principles for the intercultural communication of Christ. Using her twenty-five-plus years of experience teaching as a Westerner in Asia as a starting point, Davidson provides transferable principles that encourage awareness of context-specific issues and that see opportunities for intercultural communication as wholly unique opportunities, regardless of any perceived communication barriers. Readers from multiple different cultures will be able to apply the principles presented by use of relevant examples, illustrations, and enlightening insights provided from a wide range of Global South and Global North multicultural and intercultural perspectives. Transforming Communication offers practical principles to encourage and challenge Christian readers to build relationships that might well require engaging with issues that bring them out of their comfort zone but, the book also offers insights and encouraging devotional nuggets that feed into a triad of knowledge-impartation, self-examination and challenge, along with spiritual enrichment for the task.