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Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation Paperback Edition

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ISBN-13: 978-0980174595
ISBN-10: 0980174597
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Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation + Communicating With the Multicultural Consumer: Theoretical and Practical Perspectives
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Editorial Reviews

Review

David Morse is making an important contribution in assembling the cultural diversity of our country in a coherent set and providing important rules for marketers to work with. I strongly recommend this book as a must read for those dealing with multicultural marketing and students of the subject. I plan to make it a required reading for my course on Multicultural Marketing Communication. --FELIPE KORZENNY, PH.D., Professor and Director, Center for Hispanic Marketing Communication, Florida State University

Multicultural Intelligence is a refreshing, mind-expanding proactive and arguably shocking trip down multicultural marketing lane. Morse dares to take on topics of contention and multicultural taboos directly and passionately such that you really get it and you get it in such a way that you feel exposed and compelled to follow his code for multicultural marketing. If you thought you'd read all you needed to read on multicultural marketing, you're in for quite an eye-opener. --TERRY SOTO, President, About Marketing Solutions

David Morse speaks truth into power in this smartly written, comprehensive cultural marketing book. Morse's no-nonsense layering of keen insights with history and facts unleashes new perspectives about American's changing population. You will be smarter and wiser about the multicultural segments and LGBTs after reading this book. Get ready to take notes for that big presentation because what you need is here! --PEPPER MILLER, The Hunter-Miller Group, Inc. Author of What's Black About It? and Black STILL Matters in Marketing

About the Author

David Morse is the President and CEO of New American Dimensions, the nation s leading multicultural market research and consulting firm specializing in analysis and intelligence on the hyphenated American. The company has pioneered in-depth research techniques that incorporate regional, generational, acculturation, and lifestyle factors to identify and articulate the complex consumer landscape to its clients. David and his colleagues have advised clients that include Fortune 100 executives, marketers, and key business leaders on strategizing and executing million dollar campaigns.

David is uniquely positioned to identify the complex and changing attitudes of hyphenated Americans; he regularly travels the country to personally conduct field research as a focus group moderator. His 25 years of experience includes senior marketing and market research positions in the U.S. and abroad at Levi Strauss & Co, Gillette de Mexico, Southern Pacific Transportation Company, and American Honda Motor Company.

David is frequently quoted by the media such as The New York Times, The New York Post, The Christian Science Monitor, La Opinion, The Dallas Morning News, and the Associated Press. He often speaks to national companies, research groups, and marketing industry conferences about current and future consumer trends in the U.S., especially as it relates to how ethnic Americans are rewriting the rules of the marketplace.

Mr. Morse is also a discussion moderator and panelist for the Multicultural Marketplace column on RetailWire.com, an online retail industry news analysis and discussion forum. He has authored topics ranging from Dealing in Diversity to What Race are Hispanics? to The Mainstreaming of Ethnic Markets. He also publishes a webblog titled Morse's Code on NewAmericanDimensions.com.

Most recently, his article America in Black and White was a featured chapter in the Cabletelevision Advertising Bureau s 1997 book Race, Relevance, Revenue.

David holds a Master of International Management degree from Thunderbird, The American Graduate School of International Management. There he specialized in Consumer Marketing with a special emphasis on Latin America. His Bachelor of Arts in Psychology and Japanese Studies is from the University of New Hampshire. He also speaks Japanese and is fluent in Spanish.

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Product Details

  • Paperback: 244 pages
  • Publisher: Paramount Market Publishing, Inc.; Paperback edition (November 2, 2009)
  • Language: English
  • ISBN-10: 0980174597
  • ISBN-13: 978-0980174595
  • Product Dimensions: 0.5 x 6 x 9 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #1,378,807 in Books (See Top 100 in Books)

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3 of 4 people found the following review helpful By Marta Insua on July 7, 2009
Format: Hardcover Verified Purchase
A comprehensive, updated and insightful view of the changing dynamics of multicultural marketing. An in-depth work of research and distillation must have taken place behind the scene, for Morse to be able to come up with a book that makes this complex subject look easy to understand. Look for many counter intuitive thoughts in it, they will lead readers to the latest on the meaning of 21st. century American diversity
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2 of 3 people found the following review helpful By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER on May 3, 2010
Format: Hardcover
The United States is made up of people who cherish their unique histories and identities as members of distinct ethnic groups, religions, cultures and communities. This poses a challenge to marketers. How do you get your message across to so many different kinds of people, some of whom don't even speak your language? David R. Morse, an expert in multicultural marketing, examines America's major population segments: Hispanics, African-Americans, Asian-Americans, and members of the lesbian, gay, bisexual and transgender (LGBT) community. He points out how these market segments differ from the mainstream, explains variations within individual segments, and highlights their shopping patterns, demographics and product preferences. Then he lists eight rules for marketing to these audiences. getAbstract considers this book a must-read for marketers and anyone who wants to understand how color, ethnicity and sexual preference influence buying behavior.
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2 of 3 people found the following review helpful By R Johnson on June 23, 2009
Format: Hardcover
I read this entire book on a cross country flight. It's a fast read but that's a good thing. But I'll be going back to this book for reference, I'm sure. I'm only minimally involved in multicultural marketing (I do online marketing), but some of the suggestion he gave are very useful. It looks like many marketers in the U.S. are way behind the curve on selling to ethnic groups, blacks and gays. My only quibble about the book is, each of these categories could use its own book. Maybe David will expand on each of these in his next book(s). I hope so. But as it is, it's a great primer in how to succeed (and, at least, not do stupid things) when marketing to these groups. And the nation's demographics are changing so fast it's easy to fall behind. Great book overall.
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2 of 3 people found the following review helpful By Eleanor Gong/Supply Chain Consultant on October 17, 2010
Format: Paperback
Multicultural Intelligence is a book I'd recommend to anyone, and most certainly to those in marketing. While the importance of the Asian, LGBT, Hispanic and African American clout in the economy isn't new, often the marketing overtures have been based upon broad cultural stereotypes. David Morse provides practical and applicable insight on how these groups, in particular Asian Americans, need to be reconsidered using a number of factors. Not simply using country of origin, but considering degree of assimilation, education, household income and spending patterns will help marketers speak effectively to a diverse consumer audience.
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