Multicultural Marketing and Business Consulting by Thaddeus SpratlenMulticultural Marketing and Business Consulting by Thaddeus Spratlen

Multicultural Marketing and Business Consulting

byThaddeus Spratlen, Leslie Lum, Detra Y. Montoya

Hardcover | December 5, 2012

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Today, as the nation's population is becoming more and more diverse, it is imperative for students to learn how to effectively grow businesses that serve a variety of customers, are owned by people from a broad range of backgrounds, and are inclusive in their employment practices. Multicultural Marketing and Business Consulting has been developed over a 15-year period to guide learning as students complete complex projects with a variety of small businesses, with an emphasis on solving marketing and management problems in culturally diverse and rapidly changing business environments. In project-based courses, students also learn valuable consulting and business assistance skills. The book provides strategies, techniques, and tools for meeting the unique challenges faced by entrepreneurs who are Latino, Asian/Pacific Islander, African American, and from other culturally diverse and underrepresented groups.

Thaddeus Spratlen is professor emeritus of marketing at the University of Washington and a leading expert on multicultural marketing and business assistance for urban enterprises. Leslie Lum has worked for a Fortune 100 company, a global bank, and as manager of a retail start-up. Detra Y. Montoya is clinical associate professor in the ...
Title:Multicultural Marketing and Business ConsultingFormat:HardcoverDimensions:208 pages, 11.3 × 8.7 × 0.83 inPublished:December 5, 2012Publisher:UNIVERSITY OF WASHINGTON PRESSLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0295992395

ISBN - 13:9780295992396

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