Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation Updated and Revised 2nd Edition

by David R. Morse

Critics of this new book might argue the election of President Obama is proof that racial, ethnic, gender and sexual orientation barriers have been torn down, and marketing to these attributes isn't all that important anymore. This book takes the position that instead of getting pushed to the background, multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center.

With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) 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.

Recommended, for all levels of management and any student of marketing or advertising.

Table of Contents

Part I -- Meet the New Americans
One: Melting Pots, Multiculturalism and Marketing to the New America
Two: Hispanic Americans
Three: African Americans
Four: Asian Americans
Five: LGBT Americans
Six: Post-ethnic America and People of Mixed Race

Part II -- The Rules of Multicultural Marketing
Rule 1: Boost your MQ
Rule 2: Divide and conquer
Rule 3: Don't trust the experts
Rule 4: Don't let the joke be on you
Rule 5: Don't get lost in translation
Rule 6: Push their buttons
Rule 7: Market on a wink and a prayer
Rule 8: Make up, don't cover up

260 pages, Paperback

First published June 1, 2009

Reviews

[E · Rating 5 out of 5]

Must-read guide to multicultural marketing

The United States is made up of people who cherish their unique histories and identities as members of distinct ethnic groups, religions, cultures and communities. This poses a challenge to marketers. How do you get your message across to so many different kinds of people, some of whom don’t even speak your language? David R. Morse, an expert in multicultural marketing, examines America’s major population segments: Hispanics, African-Americans, Asian-Americans, and members of the lesbian, gay, bisexual and transgender (LGBT) community. He points out how these market segments differ from the mainstream, explains variations within individual segments, and highlights their shopping patterns, demographics and product preferences. Then he lists eight rules for marketing to these audiences. getAbstract considers this book a must-read for marketers and anyone who wants to understand how color, ethnicity and sexual preference influence buying behavior.

[Larry Buhl · Rating 5 out of 5]

America is becoming rapidly less white. But do marketers understand what to do about this yet? Some do, but too many are bewildered by the changing demographics, according to David Morse.

This book is aimed at marketing professionals (sales, advertising, etc.) who want to know more about how to market to non-white groups (and LGBTs). This field of multicultural marketing is growing quickly and a lot of what David Morse says will happen (this was published in 08) has already come true.

But it is also a fun read for non-marketing pros. There are plenty of real-world examples, some funny stories about bone-headed marketing campaigns that alienated more people than they lured, and David's stories from in the trenches (he has a prominent market research company specializing in these groups). So, it's not like you feel like you're reading another "business book." I recommend it for people who want to know more about what's going on in America with its rapidly shifting demographics, and how that is changing the way people buy and sell goods and services.