Multicultural Marketing: Selling to a Diverse America [Paperback]

Marlene L. Rossman (Author)

Book Description

Publication Date: May 16, 1996

Discussing the market of African-Americans, Asian-Americans, Hispanics and others, this text gives business people the tools to tap into this lucrative market, from understanding differences among various groups to tailoring advertising and products to target these markets.

Editorial Reviews

From Library Journal

Rossman, president of a marketing firm and a sales consultant, is also coauthor of The International Businesswoman of the 1990s (Greenwood, 1990). In this book, she describes the largely untapped marketing opportunities found within our multicultural population. Chapters target specific ethnic and racial groups, detailing their culture, traditions, and values. Examples are also given of positive and negative marketing campaigns. The author states that her aim is "to help marketers increase profits for their companies, not to make political or social statements," yet unsubstantiated generalities abound, e.g., "The desire for sweets is pretty much universal, but blacks enjoy something sweet with their meals even more than whites." The methodology used to substantiate such statements is undisclosed. The book is without footnotes and has only a limited, basic bibliography. Without such references, it cannot be used as general resource. Not recommended.
Kathy Shimpock-Vieweg, O'Conner-Cavanagh Lib., Phoenix, Ariz.
Copyright 1994 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 176 pages
• Publisher: AMACOM (May 16, 1996)
• Language: English
• ISBN-10: 0814479219
• ISBN-13: 978-0814479216
• Product Dimensions: 8.8 x 5.9 x 0.6 inches
• Shipping Weight: 8.8 ounces
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,572,737 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars One nation, many niches, January 18, 2005

By 

George F. Simons "at diversophy.com" (Mandelieu Napoule, Cote d'Azur, France) - See all my reviews
(REAL NAME)   

This review is from: Multicultural Marketing: Selling to a Diverse America (Paperback)

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.