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Multicultural intelligence : eight make-or-break rules for marketing to race, ethnicity, and sexual orientation

Author: David R Morse
Publisher: Ithaca, NY : Paramount Market Publishing, ©2009.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: David R Morse
ISBN: 0980174562 9780980174564 0980174597 9780980174595
OCLC Number: 319585667
Description: x, 244 pages ; 24 cm
Contents: pt. 1. Meet the new Americans --
1. Melting pots, multiculturalism and marketing to the new America --
2. Hispanic Americans --
3. African Americans --
4. Asian Americans --
5. LGBT Americans --
6. Post-ethnic America and people of mixed race --
pt. 2. The rules of multicultural marketing --
Rule 1. Boost your MQ --
Rule 2. Divide and conquer --
Rule 3. Don't trust the experts --
Rule 4. Don't let the joke be on you --
Rule 5. Don't get lost in translation --
Rule 6. Push their buttons --
Rule 7. Market on a wink and a prayer --
Rule 8. Make up, don't cover up.
Responsibility: David R. Morse.

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