TY  - BOOK
AU  - Baker-Woods,Gail
TI  - Advertising and marketing to the new majority
SN  - 0534241921
U1  - 658.8348 
PY  - 1995///
CY  - Belmont, Calif.
PB  - Wadsworth
KW  - Advertising
KW  - United States
KW  - Marketing
KW  - Minority consumers
KW  - Ethnic groups
KW  - Case studies
N1  - 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
ER  -