Adriana Waterston

The Practical Guide to Multicultural Marketing Adriana Waterston

Census 2010 confirms the enormous growth of multicultural households across America: Census 2010 data revealed that the Hispanic population grew by 43% to 50.5 million people; the Asian population grew by 43% to 14.5 million; and the Black population grew by 11% to 37.7 million. In contrast, the White population grew by 1% to 196.8 million. And you can be sure that America's future growth will continue to be driven by multicultural populations. This fact is a game-changer for any business today: Indeed, the result of the recent, 2012 presidential election dramatically illustrates the importance and impact of America's multicultural populations. It couldn't be more clear that not having a multicultural marketing strategy today is simply not an option. For success today and in the future, multicultural needs to be front and center of your business plans. And two leading multicultural marketing experts, Natalie Rouse and Adriana Waterston, have put together the handbook you need to get started! This book offers sound advice on how to be most efficient with your marketing resources when targeting multicultural and international consumer segments with in-language marketing and advertising. There are ideas on ways to reach out and establish yourself in the communities you are targeting. Importantly, the book will help you through the often challenging first step of selling in the idea of multicultural marketing to your internal clients and decision-makers. Finally, Natalie and Adriana will lead you through step-by-step instructions on how to develop and implement your marketing plan with a multicultural, in-language focus, giving real-life examples from someone that's been there. This may be a new territory for you, but you aren't alone! The Practical Guide to Multicultural Marketing will answer many of your questions, will give you ideas to get you thinking outside the box, and will get you started on the path to success. It's time to build your business!