Description
An incisive analysis of the interaction between culture and commerce in the multiethnic marketplace describes the business and marketing implications of the move away from assimiliation to an interest in ethnic identity and explains how businesses develop strategies to sell products and values to all. 17,500 first printing.
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Through examples of ads targeting American pluralism from " mashuga nuts" to tracing one's Irish roots via an airline, Halter (history and American studies, Boston U.) studies the current marketing trend of catering to consumers' quest for ethnic identification. Includes terminology notes and extensive references. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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