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What's Black about it? : insights to increase your share of a changing African-American market

Author: Pepper Miller; Herb Kemp
Publisher: Ithaca, NY : Paramount Market Pub., 2005.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:
African Americans have more influence on today's culture and taste than any other ethnic group in the world. What's Black About It? offers a fresh perspective on changing the views of corporate America and how they market to the African-American consumer. This book presents historical, psychological, and cultural influences that delve far deeper into the Black experience than other ethnic marketing books which may  Read more...
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Document Type: Book
All Authors / Contributors: Pepper Miller; Herb Kemp
ISBN: 0972529098 9780972529099
OCLC Number: 61694280
Description: xx, 123 p. : ill. ; 24 cm.
Contents: The business of understanding the African-American market --
A business case for marketing to African Americans --
Where African Americans lead, the world follows --
Illuminating the black experience --
Shade of blackness --
"Yes, we speak English, but you still aren't talking to us" --
"Media for people" --
Best practices required for marketing to African-Americans --
Conducting research with relevance and insight --
The importance of race in marketing --
Glossary --
African American profile: top ten markets --
African American market resource guide.
Responsibility: Pepper Miller and Herb Kemp.

Abstract:

African Americans have more influence on today's culture and taste than any other ethnic group in the world. What's Black About It? offers a fresh perspective on changing the views of corporate America and how they market to the African-American consumer. This book presents historical, psychological, and cultural influences that delve far deeper into the Black experience than other ethnic marketing books which may only include a general chapter or two on Black consumers. What's Black About It? proposes "staying in the black" and reveals the cultural buttons that fuel effective marketing to African-Americans. Pepper Miller and Herb Kemp are expert marketers based in Chicago and Connecticut, respectively, and have completed over 30,000 quantitative and qualitative interviews with African Americans---including marketing executives, scholars, and community influencers. Since the recent launch of "What's Black About It?" the authors have been interviewed on numerous radio programs and are in constant demand to present at national market meetings and at Fortune 500 companies as well. This book explores with Miller and Kemp the ever evolving cultural complexities of African-American consumers today.

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