MARC Record from Library of Congress

LEADER: 01662cam a2200289 a 4500
001 2009042479
003 DLC
005 20100922082209.0
008 091008s2010 nyu b 001 0 eng
010 $a 2009042479
020 $a9780230616844
040 $aDLC$cDLC$dDLC
043 $an-us---
050 00 $aHC110.C6$bB87 2010
082 00 $a658.8/04$222
100 1 $aBurnett, Leonard E.,$d1964-
245 10 $aBlack is the new green :$bmarketing to affluent African Americans /$cLeonard E. Burnett, Jr. and Andrea Hoffman.
250 $a1st ed.
260 $aNew York :$bPalgrave Macmillan,$c2010.
300 $aix, 207 p. ;$c25 cm.
504 $aIncludes bibliographical references (p. [193]-199) and index.
520 $a"Burnett and Hoffman set forth a persuasive argument to marketing decision makers, the media, agencies and entrepreneurs that they must change the way they view African American consumers and a powerful subset within this group, Affluent African Americans. In this book, the authors define the audience (through demographics and psychographics), provide rich historical background for the rise of this community, and then compare the affluent African American market with the traditional affluent American market. Together, this provides a comprehensive look at the rise of this market, detailed data about how this market consumes, and how business can target this untapped source of business"--Provided by publisher.
650 0 $aAfrican American consumers.
650 0 $aAffluent consumers$zUnited States.
650 0 $aConsumer behavior$zUnited States.
650 0 $aTarget marketing$zUnited States.
700 1 $aHoffman, Andrea,$d1965-