Profiting in America's Multicultural Marketplace PDF Download
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Author: Sondra B. Thiederman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
Cultural and ethnic diversity is challenging the way we do business in the United States. Today, one of every four Americans is ethnic or foreigh-born, and by the turn of the century this group will have grown even larger. In addition, as more international corporations conduct business in the United States, professionals have a growing need to bridge cultural and language barriers if their firms are to succeed.
Author: Sondra B. Thiederman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 296
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Book Description
Cultural and ethnic diversity is challenging the way we do business in the United States. Today, one of every four Americans is ethnic or foreigh-born, and by the turn of the century this group will have grown even larger. In addition, as more international corporations conduct business in the United States, professionals have a growing need to bridge cultural and language barriers if their firms are to succeed.
Author: Marlene L. Rossman
Publisher: AMACOM/American Management Association
ISBN: 9780814479216
Category : Business & Economics
Languages : en
Pages : 178
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Book Description
Although the author discusses the ethnic, religious, and lifestyle diversity of the United States, this is a marketing book. The aim is to help marketers increase profits for their companies, not to make political or social statements.
Author:
Publisher:
ISBN:
Category : Market segmentation
Languages : en
Pages : 32
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Book Description
Author: Farnaz Wallace
Publisher: Tate Publishing
ISBN: 1620243458
Category : Business & Economics
Languages : en
Pages : 164
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Book Description
Do you feel that? It's the ground moving beneath you. A rapid cultural shift has occurred over the last decade, but it's not being addressed. For better or worse, the world of Mad Men is dead. In its place lives a world pulsing with a culturally diverse makeup of social models relationships, businesses, and leaders. Consider the following projections: -China will soon be the number one English-speaking country in the world -The majority of the United States will soon be non-white -For every two men graduating from college, three women graduate, with better GPAs -85% all major buying decisions are made by women -The videogame industry is now bigger than professional baseball Now more than ever, leaders and companies must find ways to stay relevant in a world that is fundamentally different from the one being taught in textbooks. In The New World Marketplace experienced consultant and thought leader Farnaz Wallace breaks down these changes into three macro trends: 1. The shifting roles of women at home and at work 2. The new values and ideological power of youth culture 3. The growth and influence of multicultural consumers and societies These three trends-once considered small niches-are now major target markets, and businesses must communicate to them in order to stay relevant and prosperous. In The New World Marketplace you will see the societal transformations clearly, and gain the tools to address them, both professionally and personally. Your eyes will be opened to the possibilities for new social models, leadership, and of course business models that will succeed.
Author: Michael Soon Lee
Publisher: John Wiley & Sons
ISBN: 0470451556
Category : Business & Economics
Languages : en
Pages : 359
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Book Description
Want to reach out to multicultural customers? Cross-Cultural Selling For Dummies is packed with everything you need to know to tap into multicultural markets, from establishing solid relationships to adapting your advertising to meeting the needs of your new clientele. You’ll acquire key cross-cultural skills and build a coordinated effort that engages all aspects of your business. This practical, easy-to-understand guide shows you how to measure the purchasing power of other cultures and change the way you market to them. You’ll learn how to do multicultural research, develop a marketing campaign with wide appeal, pick the right media, tune your materials to the market, and establish a presence in the community. You’ll find tips on identifying generational differences with in a culture, pronouncing names correctly, and determining customer motivation. Discover how to: Reach out to multicultural customers Develop strong relationships Adapt your sales presentations and techniques Clear language barriers Boost your street cred Present appealing financing options Create a foundation for long-term success Handle negotiations with skilled hagglers Recognize and overcome objections Adopt techniques to close the sale Create a strong referral base Avoid cultural conflicts Maintain a diverse sales team You can realize the incredible untapped potential of the multicultural market to send your sales soaring and your profits off the charts. Cross-Cultural Selling For Dummies shows you how!
Author: Isaac Mizrahi
Publisher: Taylor & Francis
ISBN: 100086863X
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.
Author: Robert T. Moran
Publisher: Routledge
ISBN: 1136012664
Category : Business & Economics
Languages : en
Pages : 434
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Book Description
An important collection of international case studies and commentary from the award-winning authors of Managing Cultural Differences. A comprehensive exploration of all aspects of multicultural management from forming strategic alliances to negotiations to marketing and service excellence
Author: Norine Dresser
Publisher: Wiley + ORM
ISBN: 1118040287
Category : Reference
Languages : en
Pages : 335
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Book Description
“A rich smorgasbord of cultural information full of surprising and helpful revelations” (Roger Axtell, author of Do’s and Taboos Around the World). Your friend’s mother-in-law is visiting from Korea. When greeting her, do you bow, shake hands, or kiss her on both cheeks? The meeting with his international customers is going well for the corporate president—until he gives the thumbs-up sign. Why? You welcome your new neighbors with a bouquet of your prizewinning daffodils. Yet your beautiful yellow blossoms are met with looks of shock and horror. Why? Discover the answers in this incisive, award-winning guide to etiquette, now thoroughly revised to reflect today’s truly multicultural society. Both highly informative and entertaining, Multicultural Manners gives you the understanding you need, the perfect words to say, and the correct behavior to use in a wide range of cross-cultural situations. The book features completely updated etiquette guidelines with special emphasis on post–September 11 culture clashes as well as a brand-new section that demystifies unfamiliar cultures in the news. Norine Dresser identifies key cross-cultural hot spots and suggests methods that foster respect for diversity. You’ll discover: The dos and don’ts of successful business and social interaction with people from different cultures Appropriate etiquette regarding body language, food, child rearing, clothing, word choices, colors, entertaining, romance, and gift giving Detailed tips on avoiding embarrassment at work, in the classroom, in health care settings, on business trips, at meals, at weddings, at funerals, and on vacations and holidays Amusing firsthand accounts of cultural gaffes that illustrate how miscues happen—and how to avoid them A breakdown of customs, religions, languages, and ethnicities for seventy different countries
Author: Carlynn Chironna
Publisher:
ISBN: 9781891204425
Category : Business & Economics
Languages : en
Pages : 468
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Book Description
Author: Frederick R. Lynch
Publisher: Routledge
ISBN: 1351483528
Category : Social Science
Languages : en
Pages : 465
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Book Description
"Diversity" has become the turn-of-the-century buzzword. Republican and Democratic leaders ritually chant "diversity is our strength" and corporate CEOs talk about the need to create a "workforce that looks like America." Most corporate mission statements now contain a clause on "valuing differences" and millions of employees have completed-or soon will undergo-some sort of "diversity training." Where did all this come from -and why? Who created diversity programs? How do they differ? How effective are these policies? Can they do more harm than good in organizations and in the wider society?During the past decade, sociologist Frederick R. Lynch studied the rise of a social policy movement that has successfully moved multiculturalism from universities and foundations into the courts, mass media, and the American workplace. The new diversity policies are future-oriented and market-driven, eclipsing "old" affirmative action debates about overcoming past discrimination against blacks.Based on more than six years of field research and hundreds of interviews, Lynch tracks the development and impact of different forms of diversity policies at dozens of consultant gatherings, in the business and professional literature and through in-depth case studies such as the Los Angeles Sheriff's Department and the University of Michigan, Ann Arbor. He profiles the major consultants who have powered the diversity machine, analyzes the benefits and drawbacks of various approaches to workplace diversity and provides numerous "you-are-there" samples of workshops, seminars, and conferences.The book is written for the general reader interested in public-policy issues, social scientists, and others interested in the origins and consequences of workplace diversity policies.
