TY  - BOOK
AU  - Mueller,Barbara
TI  - Communicating with the multicultural consumer: theoretical and practical perspectives 
SN  - 9780820481197 (pbk.) :
AV  - HF5415.127 .M84 2008
PY  - 2008///
CY  - New York
PB  - Peter Lang
KW  - Market segmentation
KW  - United States
KW  - Minority consumers
KW  - Multiculturalism
KW  - Advertising
KW  - Business ethics
N1  - Includes bibliographical references and index; The growth of multicultural markets -- The multicultural consumer and the marketing mix -- The influence of culture on marketing and advertising to multicultural consumers -- Reaching Hispanic consumers -- Reaching African American consumers -- Reaching Asian American consumers -- Advertising agencies and multicultural consumers -- Ethics and social responsibility : selling to the multicultural consumer -- Epilogue
ER  -