Critics of this new book might argue the election of President Obama is proof that racial, ethnic, gender and sexual orientation barriers have been torn down, and marketing to these attributes isn't all that important anymore. This book takes the position that instead of getting pushed to the background, multicultural segmentation needs to become more sophisticated, and take its rightful place--front and center. With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides EIGHT basic rules that should guide you through the process of marketing as diversity becomes mainstream. Recommended, for all levels of management and any student of marketing or advertising. Table of Contents Part I -- Meet the New Americans One: Melting Pots, Multiculturalism and Marketing to the New America Two: Hispanic Americans Three: African Americans Four: Asian Americans Five: LGBT Americans Six: Post-ethnic America and People of Mixed Race Part II -- The Rules of Multicultural Marketing Rule 1: Boost your MQ Rule 2: Divide and conquer Rule 3: Don't trust the experts Rule 4: Don't let the joke be on you Rule 5: Don't get lost in translation Rule 6: Push their buttons Rule 7: Market on a wink and a prayer Rule 8: Make up, don't cover up A refreshing balance between storytelling and strategic wisdom. Morse takes us on a journey into the hearts and minds of multicultural America. At the same time, he includes highly practical "how-tos" for marketers large and small to make sense of multicultural America from a business standpoint. A must read for anyone who is ready to embrace the reality of consumers today and well into tomorrow. --Rochelle Newman-Carrasco, President/CEO, Enlace Communications David Morse speaks truth to power in this smartly written, comprehensive cultural marketing book. Morse's no-nonsense layering of keen insights with history and facts unleashes new perspectives about America's changing population. Get ready to take notes for that big presentation, because what you need is here! --Pepper Miller, The Hunter-Miller Group, Inc. and author of What's Black About It? David delivers an easy to read and thorough understanding of the multicultural consumer. He provides prescriptive guidance by illustrating some who have succeeded and others who have made serious mistakes. An important read--I highly recommend it. --Jonathan Weiner, Vice President Consumer and Customer Strategy and Insights, Del Monte Foods David Morse speaks truth to power in this smartly written, comprehensive cultural marketing book. Morse's no-nonsense layering of keen insights with history and facts unleashes new perspectives about America's changing population. Get ready to take notes for that big presentation, because what you need is here! --Pepper Miller, The Hunter-Miller Group, Inc. and author of What's Black About It? David delivers an easy to read and thorough understanding of the multicultural consumer. He provides prescriptive guidance by illustrating some who have succeeded and others who have made serious mistakes. An important read--I highly recommend it. --Jonathan Weiner, Vice President Consumer and Customer Strategy and Insights, Del Monte Foods David Morse is the President and CEO of New American Dimensions, the nation s leading multicultural market research and consulting firm specializing in analysis and intelligence on the hyphenated American. The company has pioneered in-depth research techniques that incorporate regional, generational, acculturation, and lifestyle factors to identify and articulate the complex consumer landscape to its clients. Morse and his colleagues have advised clients that include Fortune 100 executives, marketers, and key business leaders on strategizing and executing million dollar campaigns. He is uniquely positioned to identify the complex and changing attitudes of hyphenated Americans; he regularly travels the country to personally conduct field research as a focus group moderator. His 25 years of experience includes senior marketing and market research positions in the U.S. and abroad at Levi Strauss & Co, Gillette de Mexico, and American Honda Motor Company. He is frequently quoted by the media such as The New York Times, The New York Post, The Christian Science Monitor, La Opinion, The Dallas Morning News, and the Associated Press. He often speaks to national companies, research groups, and marketing industry conferences about current and future