Baker-Woods, Gail. <br/><br/>
Advertising and marketing to the new majority / 
Gail Baker Woods. 
 - Belmont, Calif. :  Wadsworth,  c1995. 
 - x, 182 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0534241921 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising--United States.<br/>Marketing--United States.<br/>Minority consumers--United States.<br/>Ethnic groups--United States.<br/>Advertising--United States--Case studies.<br/>Marketing--United States--Case studies.
<br/><br/><label>Dewey Class. No.: </label>658.8348  / BAK