The country is changing, ethnically and culturally. Valerie Romley can be an invaluable tour guide to keep your marketing programs in tune with today s transcultural consumer.
--Al Ries, Author, The Origin of Brands
Product Description
Beyond Translation; The Marketer's Field Guide to Understanding Today's Transcultural Consumer
The future is now, the rules have changed and we can no longer play by the rules as defined by the 2000 Census. The explosive growth of the multicultural community in the US has marketers abuzz on how to connect with this ever changing and increasingly powerful demographic.
Our previous definitions of general market, mainstream consumer, ethnic or multicultural markets are no longer applicable. Today s marketplace is sophisticated, cosmopolitan and Globally inter-connected, it is transcultural. What was effective yesterday is no longer relevant and what is effective today may not resonate with tomorrow s moving targets.
The book goes beyond the statistics and language debates to the who, what, where and why! It is designed as a field guide for marketers to understand the roles that culture and context have in influencing beliefs, attitudes and driving behavior in order to better connect with today s transcultural consumer.
Inside the book you'll learn:
Why "Multicultural", "In-Language" and "In-Culture" marketing don't work
How "Transcultural" marketing is different yet similar to the "General" market
An in-depth cultural understanding of the "Transcultural Consumer" in today's marketplace
The role that culture and context play in transcultural marketing
How to connect with proven communication skills that cross the "Cultural Divide"
How the transcultural consumer is influencing the mainstream
How to harness the power of Word-of-Mouth, Experiential and Influencer marketing to build brand awareness and trust in the "Transcultural" community
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