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Multicultural Intelligence
Book

Multicultural Intelligence

Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation

David R. Morse
Paramount Market Publishing, 2009

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Editorial Rating

8

Qualities

  • Applicable

Recommendation

The United States is made up of people who cherish their unique histories and identities as members of distinct ethnic groups, religions, cultures and communities. This poses a challenge to marketers. How do you get your message across to so many different kinds of people, some of whom don’t even speak your language? David R. Morse, an expert in multicultural marketing, examines America’s major population segments: Hispanics, African-Americans, Asian-Americans, and members of the lesbian, gay, bisexual and transgender (LGBT) community. He points out how these market segments differ from the mainstream, explains variations within individual segments, and highlights their shopping patterns, demographics and product preferences. Then he lists eight rules for marketing to these audiences. getAbstract considers this book a must-read for marketers and anyone who wants to understand how color, ethnicity and sexual preference influence buying behavior.

Take-Aways

  • Americans come from different cultural, ethnic and religious backgrounds.
  • Mainstream marketing is not always successful in reaching various segments.
  • Hispanic-Americans are now the largest minority in the United States.

About the Author

David R. Morse is president and CEO of a company that specializes in multicultural marketing. He writes and speaks frequently on this subject.

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