Multicultural Marketing and Business Consulting

Inbunden, Engelska, 2012

AvThaddeus Spratlen,Leslie Lum,Detra Y. Montoya,Michael Verchot,Detra Y Montoya

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Today, as the nation's population is becoming more and more diverse, it is imperative for students to learn how to effectively grow businesses that serve a variety of customers, are owned by people from a broad range of backgrounds, and are inclusive in their employment practices. Multicultural Marketing and Business Consulting has been developed over a 15-year period to guide learning as students complete complex projects with a variety of small businesses, with an emphasis on solving marketing and management problems in culturally diverse and rapidly changing business environments. In project-based courses, students also learn valuable consulting and business assistance skills. The book provides strategies, techniques, and tools for meeting the unique challenges faced by entrepreneurs who are Latino, Asian/Pacific Islander, African American, and from other culturally diverse and underrepresented groups.

Produktinformation

Utgivningsdatum2012-12-05
Mått216 x 279 x 19 mm
Vikt726 g
FormatInbunden
SpråkEngelska
SerieBusiness Consulting in a Multicultural America
Antal sidor208
FörlagUniversity of Washington Press
ISBN9780295992396

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Thaddeus Spratlen is professor emeritus of marketing at the University of Washington and a leading expert on multicultural marketing and business assistance for urban enterprises. Leslie Lum has worked for a Fortune 100 company, a global bank, and as manager of a retail start-up. Detra Y. Montoya is clinical associate professor in the W. P. Carey School of Business at Arizona State University. Michael Verchot is the founding director of the Business and Economic Development Center at the University of Washington Foster School of Business.

"In today's economy it is widely recognized that the size and growth of multicultural populations are closely linked to successful marketplace performance of business on a national level, and especially in urban communities. This book combines business case studies, theory, historical context, policy implications, statistical data, and financial and management concepts to provide students a full range of information and tools to address issues of how businesses can effectively reach multicultural markets in urban areas, and beyond." Jerome Williams, Rutgers Business School-Newark and New Brunswick