Many Cultures One Market: A Guide to Understanding Opportunities in The Asian Pacific Market
Book Details
Author(s)
Robert Kumaki, Jack Moran
Publisher
Copy Workshop
ISBN / ASIN
188722940X
ISBN-13
9781887229401
Availability
Usually ships in 24 hours
Sales Rank
#1,696,145
Marketplace
United States 🇺🇸
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Description
-The first comprehensive exploration of Asian Pacific Americans from a marketing perspective.
- Insightful introduction to the major APA groups with historical background and cultural ethnography.
- This book provides understanding of common factors across all groups, "The APA Escalator," the "Americanization process," and generational shift.
-It offers a whole new way of looking at this dynamic group from a marketing perspective - evolving from the translation- based programs that targeted early immigrants to programs that address their growing influence and affluence.
"It's 4% of the US, 8% of seafood sales, and it's 20% of the freshman class at top universities."
- Insightful introduction to the major APA groups with historical background and cultural ethnography.
- This book provides understanding of common factors across all groups, "The APA Escalator," the "Americanization process," and generational shift.
-It offers a whole new way of looking at this dynamic group from a marketing perspective - evolving from the translation- based programs that targeted early immigrants to programs that address their growing influence and affluence.
"It's 4% of the US, 8% of seafood sales, and it's 20% of the freshman class at top universities."
