Multicultural marketing : selling to a diverse America - Rossman, Marlene L. (New York : AMACOM, 1994)
America's changing face -- Segmenting a diverse market -- The importance of culture in marketing -- Marketing to Hispanics -- Marketing to Asian-Americans -- Marketing to African-Americans -- Diverse America: some other segments.
Includes bibliographical references (pages 169-170) and index.
Print version record.
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Keywords: Market segmentation -- United States; Minority consumers -- United States; Segmentation du marché -- États-Unis.; BUSINESS & ECONOMICS -- Marketing -- Research; Market segmentation; Minority consumers; United States