{"product_id":"2940012262127","title":"Multicultural Intelligence: Eight Make-or-Break Rules \u0026#x2028;for Marketing to Race, Ethnicity, \u0026#x2028;and Sexual Orientation\u0026#x2028;\u0026#x2028;","description":"This book shows why multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center. \u003cbr\u003e\u003cbr\u003eWith decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. \u003cbr\u003e\u003cbr\u003eReplete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream. Recommended, for all levels of management and any student of marketing or advertising.","brand":"Paramount Market Publishing, Inc.","offers":[{"title":"Default Title","offer_id":47147359568112,"sku":"2940012262127","price":9.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940012262127_p0.jpg?v=1763554304","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940012262127","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}