Black is the new green : marketing to affluent African Americans

Label

Black is the new green : marketing to affluent African Americans

Title remainder

marketing to affluent African Americans

Statement of responsibility

Leonard E. Burnett, Jr. and Andrea Hoffman

Creator

• Burnett, Leonard E., 1964-

Contributor

• Hoffman, Andrea, 1965-

Subject

• Consumer behavior -- United States
• Affluent consumers -- United States
• African American consumers
• Target marketing -- United States

Language

eng

Summary

"Burnett and Hoffman set forth a persuasive argument to marketing decision makers, the media, agencies and entrepreneurs that they must change the way they view African American consumers and a powerful subset within this group, Affluent African Americans. In this book, the authors define the audience (through demographics and psychographics), provide rich historical background for the rise of this community, and then compare the affluent African American market with the traditional affluent American market. Together, this provides a comprehensive look at the rise of this market, detailed data about how this market consumes, and how business can target this untapped source of business"--Provided by publisher

Cataloging source

DLC

Illustrations

illustrations

Index

index present

LC call number

HC110.C6

LC item number

B87 2010

Literary form

non fiction

Nature of contents

bibliography