What's Black About It - Insights to Increase Your Share of a Changing African-American Market
The MMR Library staff has compiled a list of recommended resources that every multicultural marketer and diversity executive should consider for their office bookshelf.
In this section, you will find a list of suggested books, white papers, reports, studies and downloads about multicultural marketing and diversity. These resources are available either for sale within this section, via links to individual websites, at Amazon.com and, in some cases, as a free download.
For additional background reading (at no cost,) make sure to visit other sections of this website such as Articles on multicultural marketing and diversity or within special sections on ethnic markets.
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Pepper Miller is the 2007 MAXX award winner for Research Executive of the Year. This award, given by Target Market News, recognizes Marketing to African Americans with Excellence (MAAX). The program annually honors the contributions, innovations and exceptional performance of African American professionals in the fields of marketing, advertising, media and consumer research. African Americans have more influence on today's culture and taste than any other ethnic group in the world. What's Black About It? is a new book with a fresh perspective on changing the views of corporate America and how they market to the African-American consumer. This book presents historical, psychological, and cultural influences that delve far deeper into the Black experience than other ethnic marketing books which may only include a general chapter or two on Black consumers. What's Black About It? proposes "staying in the black" and reveals the cultural buttons that fuel effective marketing to African-Americans. Pepper Miller and Herb Kemp are expert marketers based in Chicago and Connecticut, respectively, and have completed over 30,000 quantitative and qualitative interviews with African Americans -- including marketing executives, scholars, and community influencers. Since the recent launch of What's Black About It? the authors have been interviewed on numerous radio programs and are in constant demand to present at national market meetings and at Fortune 500 companies as well. This book explores with Miller and Kemp the ever evolving cultural complexities of African-American consumers today. Authors: Pepper Miller and Herb Kemp |
