The Big Shift: Redefining Marketing in a Multicultural America

By DR. Jake Beniflah

Future growth will require that all corporations undergo... The Big Shift. This book proposes the unpopular: right size the traditional cultural silo and place multicultural consumers front and center of mainstream marketing to drive growth. The convergence of a changing demography, new technologies and a fragmented media ecosystem has transformed marketing as we know it, yet marketing to Latinos continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace. This book takes a critical look at the past, present and future of marketing to Latinos and advances a strategic framework of how marketers can take their business to new heights in the 21st century.

• Format: Paperback
• Language: English
• ISBN: 1647042232
• ISBN13: 9781647042233
• Release Date: December 2020
• Publisher: Center for Multicultural Science
• Length: 180 Pages
• Weight: 0.47 lbs.
• Dimensions: 0.4" x 5.5" x 8.5"