Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation, Updated and Revised 2nd Edition
David R. Morse
Nov 2018 · Tantor Media Inc · Narrated by Mike Chamberlain
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8 hr 33 min
Unabridged
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About this audiobook
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBTQ consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream.
About the author
David R. Morse is the President and CEO of New American Dimensions, a leading multicultural market research and consulting firm. His books include Divided We Stand and Kissinger and the Yom Kippur War.
Mike Chamberlain is an actor and voice-over performer, as well as an AudioFile Earphones Award-winning audiobook narrator. Along with animation and video game characters, Mike performs narration and voices promos for television. He lives with his wife and daughter in Southern California.
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