The Big Shift: Redefining Marketing in a Multicultural America (Paperback) (ISBN-13: 9781647042233)

Future growth will require that all corporations undergo... The Big Shift. This book proposes the unpopular: right size the traditional cultural silo and place multicultural consumers front and center of mainstream marketing to drive growth. The convergence of a changing demography, new technologies and a fragmented media ecosystem has transformed marketing as we know it, yet marketing to Latinos continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace. This book takes a critical look at the past, present and future of marketing to Latinos and advances a strategic framework of how marketers can take their business to new heights in the 21st century.

Author: Jake Beniflah
ISBN-10: 1647042232
ISBN-13: 9781647042233
Publisher: Center for Multicultural Science
Language: English
Published: 12/09/2020
Pages: 180
Format: Paperback
Weight: 0.47lbs
Size: 8.50h x 5.51w x 0.38d