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Advertising and marketing to the new majority / Gail Baker Woods.

By: Baker-Woods, Gail.
Publisher: Belmont, Calif. : Wadsworth, c1995Description: x, 182 p. : ill. ; 24 cm.ISBN: 0534241921.Subject(s): Advertising -- United States | Marketing -- United States | Minority consumers -- United States | Ethnic groups -- United States | Advertising -- United States -- Case studies | Marketing -- United States -- Case studiesDDC classification: 658.8348
Contents:
Preface -- Part 1 The changing market place - 1. Introducing to Ethic advertisng and marketing - 2. The evolution of ethnic advertising - 3. Ethnic consumer behavior - 4. The legal and social environment -- Part II. Case studies - New campaign dresses up old product - Corporate giant toots its horn to gain ethnic consumers - Paper company attempts to clean up with Hispanic audiences - Company seeks asian consumers to insure continued growth - Uptown cigaterres blow up before they're lit - Colleges unite to save minds - Honda strikes a chord with black college students - Liquor company closes the gap between east and west - Food store finds gold in hisoanic community - The big brew ha ha ha over malt liquor - Tarzan trades in trees for Toyota Truck.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 8

 658.8348 BAK (Browse shelf) 1 Available SOMAC,37000,03,AD 5000036460

Includes bibliographical references and index.

Preface -- Part 1 The changing market place - 1. Introducing to Ethic advertisng and marketing - 2. The evolution of ethnic advertising - 3. Ethnic consumer behavior - 4. The legal and social environment -- Part II. Case studies - New campaign dresses up old product - Corporate giant toots its horn to gain ethnic consumers - Paper company attempts to clean up with Hispanic audiences - Company seeks asian consumers to insure continued growth - Uptown cigaterres blow up before they're lit - Colleges unite to save minds - Honda strikes a chord with black college students - Liquor company closes the gap between east and west - Food store finds gold in hisoanic community - The big brew ha ha ha over malt liquor - Tarzan trades in trees for Toyota Truck.