Multicultural Marketing: Selling to a Diverse America

By Marlene L. Rossman

Book Overview

Although the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0814450717
• ISBN13: 9780814450710
• Release Date: January 1994
• Publisher: Amacom
• Length: 192 Pages
• Weight: 0.99 lbs.
• Dimensions: 9.3" x 1.0" x 6.0"

Customer Reviews

One nation, many niches

For anyone who has doubts about the bottom line relevance of diversity issues in the marketplace, Marlene Rossman's new book, Multiculutural Marketing: Selling to a Diverse America is a wake-up call. American business about the power and potential of the many diverse markets, market segments and niches that exist now and will come to be in the near future. Marketing to diverse groups in the U.S. has proveable bottom line-payoffs For those who are not professional marketers, the book is written in a direct simple and catchy style. Marketing to the organization itself requires these same understandings and principals and has similar bottom line payoffs, though they cannot be measured in so directly in units sold or service hours.