- 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: 8 customer reviews
- Amazon Best Sellers Rank: #1,098,362 in Books (See Top 100 in Books)
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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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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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David Morse is a gifted writer with the intimate knowledge and perception required to make your business successful in any community in the United States. He is intelligent, straight to the point and does not talk down to the reader. Any business can benefit from this book, and any business that takes the information to heart and incorporates the advice of the book will see the results that have been missing from their bottom line.
I imagine the primary audience is marketing executives but this is written in such a style that anyone can get into it. There are different chapters about African Americans, Latinos, Asians, gays and lesbians, and multiculturals (those who transcend more than one category - the fastest growing group in the U.S.) The author uses real statistics plus anecdotes and research from his own company (he runs a multicultural marketing research company), to show what makes each group tick.
You would think that a book like that would be heavy on generalities but this one had plenty of specifics. It dives into the complexity of these growing groups, and isn't afraid to kill the "everyone knows that Latinos/Asians/Blacks believe X" myths. Big hint: Don't simply put brown Spanish speaking people in your ad and call it Latino marketing. Hard to believe so many companies still do that, but they do.
The second half of the book is more for executives in the marketing field, with "new rules" for marketing to each of these groups, and crossover communities. But still there were enough anecdotes to make it a good read for non-marketing junkies too. I especially loved some of the true stories about marketing screw-ups - how companies are STILL using tired old (offensive) racial and gay stereotypes to sell their products. There were some stories about recent attempts to use gays as the butt of jokes which backfired big time... and the companies (I think they were Snickers and Chrysler) made it worse by saying the viewers didn't get the joke. Which I guess is the point of the book - don't be an idiot about race and gender. The author makes some subtle pitches for his company's services (and services of multicultural marketing researchers in general) but the book is NOT a commercial for his services. It's more of a starting point for marketers to begin rethinking their views on the rapidly changing face of America.