Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation, Updated and Revised 2nd Edition

Product Description


MP3 CD Format 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 Morse is best known for his role as the amiable Dr. Jack Boomer Morrison on the long-running TV drama St. Elsewhere. The New England native got his start with the Boston Repertory Theatre in 1971. After six years he moved to New York where he appeared in such shows as Threads (1981). Additionally, he was featured in regional productions of various plays, including Of Mice and Men, A Hatful of Rain and A Death in the Family. In 1997, he won rave reviews and numerous stage awards for his powerful performance as a pedophile in Paula Vogels Pulitzer-winning How I Learned to Drive. For his starring role, he won the Drama Logue Award, the Lucille Lortel Award, the Drama Desk Award and the Obie. David R. Morse is the President and CEO of New American Dimensions, the nation's leading multicultural market research and consulting firm specializing in analysis and intelligence on the hyphenated American. The company has pioneered in-depth research techniques that incorporate regional, generational, acculturation, and lifestyle factors to identify and articulate the complex consumer landscape to its clients. David and his colleagues have advised clients that include Fortune 100 executives, marketers, and key business leaders on strategizing and executing million-dollar campaigns. David is uniquely positioned to identify the complex and changing attitudes of hyphenated Americans; he regularly travels the country to personally conduct field research as a focus group moderator. His twenty-five years of experience includes senior marketing and market research positions in the U.S. and abroad at Levi Strauss & Co., Gillette de Mexico, Southern Pacific Transportation Company, and American Honda Motor Company. David is frequently quoted by media outlets such as the New York Times, the New York Post, the Christian Science Monitor, La Opinion, the Dallas Morning News, and the Associated Press. He often speaks to national companies, research groups, and marketing industry conferences about current and future consumer trends in the U.S., especially as it relates to how ethnic Americans are rewriting the rules of the marketplace. David holds a Master of International Management degree from Thunderbird, The American Graduate School of Global Management, a Master of Arts from California State University, Los Angeles, in history, and a Bachelor of Arts degree from the University of New Hampshire, where he studied psychology and Japanese studies. His books include Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation and Kissinger and the Yom Kippur War.