Today, diversity is the default, not the exception. "Minorities" are already the majority in some of the biggest cities in the United States, and demographers p
Through a practical case study approach, Woods explains how principles of advertising and marketing are specifically applied to reach ethnic audiences, includin
Increase your market share by including every customer in the conversation America and demographics in America continue to change dramatically with the populati
Despite African Americans' nearly $500 billion collective annual spending power, surprisingly little attention has been devoted to the ways U.S. businesses have
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing meth