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The Kids Market
"This book has three parts: (1) an overview; (2) myths and realities about children as a market (chapters 1-8); and (3) myths and realities about children's responses to marketing behavoiur (chapters 9-21). The first eight chapters describe myths and their realities regarding children as a market segment. I demonstrate the enormous market potential children hold todday is far beyond the penny-candy potential once attributed to them. I characterize children as not one but three markets - a current market spennding their own money on their own wants and needs; an influence market spending mom's and dad's money on their own wants and needs; and a future market for all goods and services. In the third part of the book - chapters 9 through 21 - I detail children's reactions to marketing, specifically, their responses to stores, products, including social products, brands, advertising, promotion, public relations, and packaging." -Preface.
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Shops that Pop!
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How Hard Is It to Be Your Customer?
Learn how to Create Journey Maps that actually GET ResultsTop business leaders know that in order to deliver the best customer experience, they must learn as much as possible about their customers. Many understand the learning process often starts with creating a customer journey map to understand how customers interact with their business. However, the tough reality remains-nearly two out of three journey maps fail to drive customer-focused change. First published in 2019, before the COVID pandemic so quickly changed the way researchers gathered data and businesses interacted with customers, this book has become one of the top-selling books on the subject of journey mapping, It has already ...
What's Black about It?
At last--in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers.What's Black About It? presents historical, psychological, and cultural influences that delve far deeper into the Black experience than the demographics that are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers.Other ethnic marketing books may include a general chapter or two on Black consumers. What's Black About It? focuses on African-American consumers and engages you with bold graphics, pop-culture sidebars, insights from focus groups, and examples from current advertising and marketing campaigns.
Latino Link
An amazing convergence is happening in marketing today: the growth of the U. S. Hispanic population and the growth of digital media. Hispanics increasingly use the internet to keep in touch with family and friends, anywhere in the world. They search for product information. They compare prices, print coupons, and shop online.Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online, including shopping behavior, social networks, translation, localization, and emerging mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.Case studies in the book detail the experiences of Best Buy, Amereican Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster.
Multicultural Intelligence
"With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake"--Publisher's description.
