Multicultural Intelligence

By David R. Morse

The author reviews the history of marketing to black, Hispanic, Asian, and LGBT consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. David Morse also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake.

Read Chapter 1: Melting Pots, Multiculturalism and Marketing to the New America >>

Excerpted with author’s permission from Multicultural Intelligence, Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation by David R. Morse. Published in 2009 by Paramount Market Publishing, Inc. Copyright 2009 David R. Morse.

David R. Morse

Book Excerpts

Overview

"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."

— Gord McLean, President and CEO at ANA Educational Foundation