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

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By Pepper Miller and Herb Kemp. 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..

Learn more about the influence of Blacks in the U.S. market and the importance of getting your product adopted by Black trendsetters. Written by two veteran researchers. this how-to guide 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. Paramount Market Publishing, Inc. (2005), English, Hardcover: 123 pages.

 

Publisher: About the Authors

Pepper Miller and Herb Kemp are passionate advocates of helping 21st century marketers understand the absolute and relative value of the African-American consumer market as a major growth opportunity in a global society. Pepper Miller is the founder of The Hunter-Miller Group, a Chicago-based consumer research, trend analysis, and marketing strategy company. She has been researching African-American consumers for more than 25 years and has helped many Fortune 500 companies get it right in their appeals to this important consumer group.

 

Herb Kemp has more than 20 years of experience targeting African-American consumers for some of America's best-known companies including Burger King, General Motors, Kodak, the U.S.Army,Denny's, Texaco, Seagram's, Toys 'R' Us, and AT&T. He has worked on the client side in decision-making general marketing positions at Pfizer, General Foods, and Chesebrough-Ponds, transitioning to senior-level general market advertising-agency responsibility at J. Walter Thompson and Ogilvy and Mather. More recently, he served as President and Executive VP at two of the largest African-American agencies, The Uniworld Group, andd the Chisholm Mingo Group, respectively.

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