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Tharp, Marye C.,

Marketing and consumer identity in multicultural America / Marye C. Tharp. - xvi, 397 pages : illustrations ; 24 cm

Includes bibliographical references (pages 315-359) and index.

The marketing environment in a multicultural society -- Consumer identity in a multicultural society -- Marketing in a multicultural environment -- Mature Americans : fastest growing subculture -- U.S. Latinos : the largest ethnic subculture / Marye C. Tharp with Ernest W. Bromley -- African Americans : ethnic roots, cultural diversity / Jerome D. Williams and Marye C. Tharp -- Gay Americans : sexual orientation as community boundary -- Asian Americans : in search of the American dream / Satomi Furuichi ... [et al.] -- Multicultural markets and marketing : future directions.

ISBN: 0761911030 9780761911036 0761911022 9780761911029

LCCN: 00010502

Subjects--Topical Terms:
Target marketing--United States
Market segmentation--United States
Consumers--Attitudes--United States
Multiculturalism--United States

LC Class. No.: HF5415.127 / .T48 2001

Dewey Class. No.: 658.8008900973