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Black Is the New Green: Marketing to Affluent African Americans Hardcover – March 16, 2010

ISBN-13: 978-0230616844 ISBN-10: 0230616844
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Editorial Reviews

Review

Marketers who read this book will have a solid primer for understanding niche marketing, as well as a primer for marketing to an ethnic community…Any marketer looking for connection with the African American consumer will have gold reading Black Is The New Green.”—Small Business Trends

“In Black is the New Green, Andrea Hoffman and Len Burnett offer astute insight into one very powerful demographic shift that is driving the trend toward niche marketing – and they provide compelling and cost-effective strategies for reaching this emerging new affluent niche. They make the case that target marketing is no longer simply 'nice' to do, it is a 'need' to do – and, using recent, successful case studies to illuminate each step, they show you how.”
—Jim Clifton, CEO, The Gallup Organization

“Understanding the dynamics of the affluent African American marketplace as well as its motivations and expectations are critical challenges for all marketers. Black is the New Green is a must-read for marketers who have a lot to gain from understanding this important segment of affluent America.”
—Bob Shullman, President, Ipsos Mendelsohn

 

“Hoffman and Burnett put a spotlight on an enormous, yet underappreciated opportunity. If you want to increase sales of upscale goods and services, this book is a roadmap.”
—Noel Hankin, Sr. VP Multicultural Relations, Moët Hennessy USA
 
“Of all the sins marketers commit, few evoke more scorn from peers than that of 'leaving money on the table'. If there's a population willing and able to buy what you're selling, then failure to reach those people is a needless blow to your brand. Many luxury brands appear oblivious to the fact there's any such thing as an AAA audience, even though such households now deploy some $87 billion in purchasing power. With the image in their heads of a handful of wealthy black athletes and entertainers, these marketers overlook the existence of 340,000-plus AAA households—headed by professionals, corporate executives, entrepreneurs and the like--with yearly income of at least $150,000. Black Is the New Green offers counsel on how to go about reaching the AAA audience.” —AdWeek
 
“Black is the New Green provides a thorough insight into the growing, affluent African American community. It explores the vast opportunities that exist for brands which have not yet authentically communicated with this group. An enjoyable read and with numerous anecdotes throughout, it is straight-forward and to the point.” —Rudy Chavez, President, Baume and Mercier, North America

About the Author

Leonard E. Burnett, Jr. is co-CEO and Group Publisher, of Uptown Media Group and VIBE Lifestyle Network.  UPTOWN Magazine is a bi-monthly publication for urbanites focusing on the lifestyle and culture of AAAs –which also comprises UptownLife.net, the interactive website, as well as Uptown’s signature and advertiser sponsored upscale events, and Uptown Social.  Len is a pioneer in the urban media space, and has been transforming marketer’s perceptions of the importance of reaching the underserved urban audience for twenty years.

Andrea Hoffman is founder and CEO of Diversity Affluence, a research, marketing communications and business development consultancy that helps brand managers, marketers, agencies, entrepreneurs and business development and media executives to understand and market to affluent ethnic consumers.   She is a marketing strategist, trend forecaster, and consultant with over 23 years of experience in marketing communications.  She has worked with brands such as Scholastic, Sony Electronics, Mercedes-Benz, BMW NA, NASCAR Café, Hachette Filipacchi Magazines, ALMA Awards, Nashville Entertainment Association, Alliance Bernstein and Fox Television. Andrea serves on the Board of Evidence, A Dance Company.

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Product Details

  • Hardcover: 224 pages
  • Publisher: Palgrave Macmillan (March 15, 2010)
  • Language: English
  • ISBN-10: 0230616844
  • ISBN-13: 978-0230616844
  • Product Dimensions: 6 x 1 x 10 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #476,718 in Books (See Top 100 in Books)

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2 of 2 people found the following review helpful By Urban Professor on June 12, 2013
Format: Hardcover Verified Purchase
This book is a great read and sheds a new light on African-Americans and the progress they have made in this country considering their start. Very informative for marketers of companies looking to tap into a really untapped market the Affluent African-American of now!
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1 of 1 people found the following review helpful By Carolyn M. Appleton on August 9, 2012
Format: Hardcover Verified Purchase
This book is well-written, provides real-life examples, and is very inspiring. I recommend it to everyone on my blog, in fact [...] Kudos to the authors, and hearty thanks.
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