IN THIS SUMMARY
Multicultural Marketing offers practical information and strategies for reaching America’s ''unknown'' consumers. Rossman targets the $500 billion market represented by America ’s so-called ''minorities'' (African-Americans, Hispanics, and Asian-Americans), identifies the important cultural differences, and explains how to reach each segment. The 1990 census shows that America’s population changed more rapidly in the 1980s than in any other decade in the 20th century. The ''Ozzie and Harriet'' consumer no longer exists, having been replaced by a vast, surprisingly affluent collection of diverse market segments that has quietly changed the face of the American market.