Multicultural Marketing and Business Consulting

Hardcover | December 5, 2012

byThaddeus Spratlen, Leslie Lum, Detra Y. Montoya

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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.

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From the Publisher

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 be...

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 ...

other books by Thaddeus Spratlen

Format: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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