What's Black About It? Insights to Increase Your Share of a Changing African-American Market

At last––in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers. What's Black About It?presents historical, psychological and cultural influences that delve far deeper into the Black experience than the demographics which are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers. Numerous sidebars give examples of successful marketing campaigns that speak directly to African-Americans, a market representing more than $700 billion in purchasing power. You will learn why race is important in marketing, how African-Americans view their place in the U.S., and why all-Black casts in advertisements appeal to both Blacks and whites. Learn more about the influence of Blacks in the U.S. market and the importance of getting your product adopted by Black trendsetters. Other ethnic marketing books may include a general chapter or two about Blacks. What's Black About It?, written by two veteran researchers focuses on African-American consumers and engages you with frank talk, pop-culture sidebars, and case studies. Included is an extensive listing of experts, advertising agencies, pr companies, and media that specialize in the African-American market as well as a listing of important websites for African-Americans.