Marketing and Consumer Identity in Multicultural America Review

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(More customer reviews)This book is a very good overview of multi-cultural marketing and why different cultures create different types of consumers. Sadly, it seems that many colleges are paying too little attention to this area of consumer research. It's nice to read Tharp's book and see that someone has recognized the importance of examining these issues in a rapidly-changing America.

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The lesson for marketers is clear: Traditional marketing techniques and single marketing campaigns will not effectively reach consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Using a variety of real-world examples and a rich set of data sources, Marketing and Consumer Identity in Multicultural America introduces students to the phenomenon of multiculturalism in America and examines its impact on consumer identity, consumer behavior, and marketing. In a straightforward, engaging style, Marye C. Tharp presents both the theoretical foundation and the practical tools necessary for marketers to thrive in a multicultural world.