Publisher Description
With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBTQ consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.
Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream.
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About the Authors
David Morse is best known for his role as the amiable Dr. Jack “Boomer” Morrison on the long-running TV drama St. Elsewhere. The New England native got his start with the Boston Repertory Theatre in 1971. After six years he moved to New York where he appeared in such shows as Threads (1981). Additionally, he was featured in regional productions of various plays, including Of Mice and Men, A Hatful of Rain and A Death in the Family. In 1997, he won rave reviews and numerous stage awards for his powerful performance as a pedophile in Paula Vogel’s Pulitzer-winning How I Learned to Drive. For his starring role, he won the Drama Logue Award, the Lucille Lortel Award, the Drama Desk Award and the Obie.
About Mike Chamberlain
Mike Chamberlain is an actor and voice-over performer in Los Angeles whose audiobook narration has won several AudioFile Earphones Awards. His voice credits range from radio commercials and television narration to animation and video game characters. Stage trained at Boston College, he has performed works from Shakespeare and the classics to contemporary drama and comedy.