Black is the new green
marketing to affluent African Americans
by Leonard E. Burnett
"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.
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Black is the new green: marketing to affluent African Americans
2010, Palgrave Macmillan
in English
- 1st ed.
0230616844 9780230616844
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Includes bibliographical references (p. [193]-199) and index.
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| October 20, 2010 | Created by ImportBot | initial import |