Customer Reviews

Source Book of Multicultural Experts

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This book is an indispensible resource for any marketer in the US who plans to implement programs targeting the 75+ million Hispanics, African-Americans, and Asians in the country. Lisa Skriloff has given the business publishing world a "first" with her thorough introductions to each of these important consumer segments and her exhaustive lists of the market research companies, advertising agencies, public relations firms, and other marketing service providers who specialize in multicultural consumers. The book is a roadmap for marketers in that it explains why these consumer segments are important and lays out all the resources which can be tapped to guide companies in developing strong multicultural programs. Since the multicultural populations in the US are growing dramatically while the population growth of the "mainstream" or "white" market is at a virtual standstill, any marketer who wants to succeed in the next century would do well to have this book in his/her arsenal of reference materials.