The Resource Black Is the New Green : Marketing to Affluent African Americans, by L. Burnett, A. Hoffman, (electronic resource)

Black Is the New Green : Marketing to Affluent African Americans, by L. Burnett, A. Hoffman, (electronic resource)

Label
Black Is the New Green : Marketing to Affluent African Americans
Title
Black Is the New Green
Title remainder
Marketing to Affluent African Americans
Statement of responsibility
by L. Burnett, A. Hoffman
Creator
Contributor
Author
Author
Subject
Language
  • eng
  • eng
Summary
The general market for luxury goods has become stagnant. Given the new economic reality of the early 21st Century - not to mention the all-important new demographics of the new century - it s bad business to continue to rely on luxury s traditional customer base to support sales, or on tired marketing strategies and tactics. InBlack is the New Greenauthors Burnett and Hoffman show readers how to follow in the footsteps laid down by brands such as Gucci, HSBC, Sony Electronics, and Aston Martin, amongst others, to become successful in a segmentcorporations can t afford to overlook if growth isthe objective. The total number of affluent ethnic households in the United States in now estimated at over 1.3 million, the buying power of affluent African Americans (referred to as AAA s in this book) is currently $87.3 billion. It would be foolish in the extreme not to tap into this rich buying segment, yet that is exactly what the marketing arms of companies do all too frequently. Sometimes this is because the executives in a particular marketing department are unaware of the potential that exists within this segment, sometimes it s because they are baffled about how to reach out to this segment and sometimes it s because they think they lack the money or resources to make a credible effort at adding a whole new segment. And sometimes, unfortunately, it s because they have reached out in the past but their efforts were unappealing to the AAA audience. Black is the New Green will show you how to attract this lucrative market and create brand loyalty and product bonding among affluent African Americans in an affordable and measurable way. Up until now, the affluent African American market has been underappreciated and overlooked. But with a sitting African American president - the time is now to tap into this market and to embrace a constituency that will have a lasting effect on your bottom line. http://www.blackisthenewgreenthebook.com
http://library.link/vocab/creatorName
Burnett, L
Dewey number
658.804
http://bibfra.me/vocab/relation/httpidlocgovvocabularyrelatorsaut
  • 6BS-UeGVhJY
  • o1ouVRX3Dhc
Language note
English
LC call number
PN1993.5
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
Hoffman, A.
http://library.link/vocab/subjectName
  • Motion pictures-History
  • Public relations
  • Film History
  • Corporate Communication/Public Relations
Label
Black Is the New Green : Marketing to Affluent African Americans, by L. Burnett, A. Hoffman, (electronic resource)
Instantiates
Publication
Note
Bibliographic Level Mode of Issuance: Monograph
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Content category
text
Content type code
  • txt
Edition
1st ed.
Extent
1 online resource (ix, 207 p. )
Form of item
online
Isbn
9786612909023
Media category
computer
Media type code
  • c
Other control number
10.1057/9780230105973
Other physical details
ill.
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
  • (CKB)2670000000060928
  • (StDuBDS)AH25028590
  • (SSID)ssj0000412953
  • (PQKBManifestationID)12129586
  • (PQKBTitleCode)TC0000412953
  • (PQKBWorkID)10369665
  • (PQKB)10768646
  • (MiAaPQ)EBC664307
  • (DE-He213)978-0-230-10597-3
  • (EXLCZ)992670000000060928
Label
Black Is the New Green : Marketing to Affluent African Americans, by L. Burnett, A. Hoffman, (electronic resource)
Publication
Note
Bibliographic Level Mode of Issuance: Monograph
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Content category
text
Content type code
  • txt
Edition
1st ed.
Extent
1 online resource (ix, 207 p. )
Form of item
online
Isbn
9786612909023
Media category
computer
Media type code
  • c
Other control number
10.1057/9780230105973
Other physical details
ill.
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
  • (CKB)2670000000060928
  • (StDuBDS)AH25028590
  • (SSID)ssj0000412953
  • (PQKBManifestationID)12129586
  • (PQKBTitleCode)TC0000412953
  • (PQKBWorkID)10369665
  • (PQKB)10768646
  • (MiAaPQ)EBC664307
  • (DE-He213)978-0-230-10597-3
  • (EXLCZ)992670000000060928

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