Bibliograph

Marketing to multi-ethnic consumers, by Steve Clements

Type

Label

Marketing to multi-ethnic consumers, by Steve Clements

Language

eng

Characteristic

videorecording

Main title

Marketing to multi-ethnic consumers

Medium

electronic resource

Oclc number

874048321

Responsibility statement

by Steve Clements

Runtime

Series statement

Global business and economics in video

Summary

It's no longer practical to address the consuming public as one entity. The US is experiencing significant growth in the different ethnicities with each requiring special attention to their purchasing needs. African American, Hispanic and Asian consumers are becoming major purchasers of all merchandise. Manufacturers, retailers and other channel members are employing new strategies to attract these market segments. Interviews with leading representatives of the major ethnicities and a wealth of footage underscore the marketing techniques employed to reach these markets

Target audience

general

Technique

live action

Contributor