Research Catalog

Title

The new mainstream : how the multicultural consumer is transforming American business / Guy Garcia.

Author

Garcia, Guy, 1955-

Publication

New York : Rayo, [2004], ©2004.

Items in the Library & Off-site

Details

Description

xv, 320 pages; 24 cm

Summary

"In The New Mainstream, Guy Garcia offers us both a wake up call and a road map to the new multicultural reality in America. The New Mainstream is a corporate survival guide for the uncharted markets of the twenty-first century as well as an intellectual toolkit for anyone hoping to get a handle on - or get ahead of - the demographic and marketing trends of today's increasingly diverse global society." "Led by the growing statistical and buying power of blacks, Latinos, and Asians, the New Mainstream is the loose coalition of minorities that have been forced to forge their own identity outside the Old Mainstream - even as they use and consume mass-media and mass-produced products targeted to the general public. This new consumer economy is transforming how products and services are developed, marketed, and bought. And by tapping the core values that have helped to make the United States the world's most powerful country, the multicultural consumer is also America's best hope for the future."--BOOK JACKET.

Subjects

• Minority consumers > United States
• Multiculturalism > United States

Bibliography (note)

• Includes bibliographical references (p. [283]-298) and index.

Contents

Pt. I. Terra incognita -- 1. Ethnicity Inc. -- 2. The tiger effect -- 3. Eye of the beholder -- 4. Diversity.com -- Pt. II. The history of the future -- 5. Melting pots and salad bowls -- 6. Cowboys and Indians -- 7. Amexica -- 8. Destinations -- Pt. III. The unfinished pyramid -- 9. Liquid assets -- 10. Creative consumption -- 11. Beyond the new mainstream -- 12. How soon is now?

ISBN

0060584653

LCCN

2004051096

OCLC

• ocm55847079
• SCSB-5077502

Owning Institutions

Columbia University Libraries