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Paperback Marketing and Consumer Identity in Multicultural America Book

ISBN: 0761911030

ISBN13: 9780761911036

Marketing and Consumer Identity in Multicultural America

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Format: Paperback

Condition: Very Good

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Book Overview

Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks...

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