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Critics of this new book might argue the election of President Obama is proof that racial, ethnic, gender and sexual preference 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 ... Read more

Customer Reviews (5)

Multicultural Insight for Marketing and Everyone Else
Multicultural Intelligence is a book I'd recommend to anyone, and most certainly to those in marketing.While the importance of the Asian, LGBT, Hispanic and African American clout in the economy isn't new, often the marketing overtures have been based upon broad cultural stereotypes.David Morse provides practical and applicable insight on how these groups, in particular Asian Americans, need to be reconsidered using a number of factors.Not simply using country of origin, but considering degree of assimilation, education, household income and spending patterns will help marketers speak effectively to a diverse consumer audience.

Must-read guide to multicultural marketing
The United States is made up of people who cherish their unique histories and identities as members of distinct ethnic groups, religions, cultures and communities. This poses a challenge to marketers. How do you get your message across to so many different kinds of people, some of whom don't even speak your language? David R. Morse, an expert in multicultural marketing, examines America's major population segments: Hispanics, African-Americans, Asian-Americans, and members of the lesbian, gay, bisexual and transgender (LGBT) community. He points out how these market segments differ from the mainstream, explains variations within individual segments, and highlights their shopping patterns, demographics and product preferences. Then he lists eight rules for marketing to these audiences. getAbstract considers this book a must-read for marketers and anyone who wants to understand how color, ethnicity and sexual preference influence buying behavior.

Multicultural Intelligence
A comprehensive, updated and insightful view of the changing dynamics of multicultural marketing. An in-depth work of research and distillation must have taken place behind the scene, for Morse to be able to come up with a book that makes this complex subject look easy to understand. Look for many counter intuitive thoughts in it, they will lead readers to the latest on the meaning of 21st. century American diversity

Great intro to multicultural marketing
I read this entire book on a cross country flight. It's a fast read but that's a good thing. But I'll be going back to this book for reference, I'm sure. I'm only minimally involved in multicultural marketing (I do online marketing), but some of the suggestion he gave are very useful. It looks like many marketers in the U.S. are way behind the curve on selling to ethnic groups, blacks and gays. My only quibble about the book is, each of these categories could use its own book. Maybe David will expand on each of these in his next book(s). I hope so. But as it is, it's a great primer in how to succeed (and, at least, not do stupid things) when marketing to these groups. And the nation's demographics are changing so fast it's easy to fall behind. Great book overall.

Good info for marketing pros and regular joes
I used to work in marketing research, so this book would have been required reading for me back then if it had been available. But in reading it just for fun, I found I got a lot out of it.

I imagine the primary audience is marketing executives but this is written in such a style that anyone can get into it. There are different chapters about African Americans, Latinos, Asians, gays and lesbians, and multiculturals (those who transcend more than one category - the fastest growing group in the U.S.) The author uses real statistics plus anecdotes and research from his own company (he runs a multicultural marketing research company), to show what makes each group tick.

You would think that a book like that would be heavy on generalities but this one had plenty of specifics. It dives into the complexity of these growing groups, and isn't afraid to kill the "everyone knows that Latinos/Asians/Blacks believe X" myths. Big hint: Don't simply put brown Spanish speaking people in your ad and call it Latino marketing. Hard to believe so many companies still do that, but they do.

The second half of the book is more for executives in the marketing field, with "new rules" for marketing to each of these groups, and crossover communities. But still there were enough anecdotes to make it a good read for non-marketing junkies too. I especially loved some of the true stories about marketing screw-ups - how companies are STILL using tired old (offensive) racial and gay stereotypes to sell their products. There were some stories about recent attempts to use gays as the butt of jokes which backfired big time... and the companies (I think they were Snickers and Chrysler) made it worse by saying the viewers didn't get the joke. Which I guess is the point of the book - don't be an idiot about race and gender. The author makes some subtle pitches for his company's services (and services of multicultural marketing researchers in general) but the book is NOT a commercial for his services. It's more of a starting point for marketers to begin rethinking their views on the rapidly changing face of America. ... Read more

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In fascinating detail. . . . [Morse] touches on many topics, yet keeps separate Victorians of very different cultural worlds. . . . Mid-Victorian Britain memorably presented.
--Choice

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Winner of the Samuel French Morse Poetry Prize ... Read more

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Maggie Foster takes a trip back through time to England, on the eve of the construction of the world?s first iron bridge. To let the bridge be built and the Industrial Revolution to continue unbridled or to destroy the bridge and alter the course of history are among the dilemmas Maggie faces in this ?richly evocative and fascinating piece of historical speculation? (Kirkus Reviews).Amazon.com Review
An exciting debut novel, David Morse's The Iron Bridge bears morethan a passing resemblance in premise to Connie Willis's award-winningtime-travel tales, DoomsdayBook and To SayNothing of the Dog.The common idea: a young, slightly confusedperson tries to get a seemingly simple task accomplished in the distantpast, only to find out that life then was easily as chaotic as lifenow, and that her task won't be so simple. Morse departs fromWillis's path in that his heroine, Maggie Foster, is beamed back to 1773England from a decidedly dystopian future in which rampant industrial growthhas resulted in ecological collapse. If Maggie can spoil the success of theworld's first iron bridge, then the industrial revolution--and humanity'secological record of shame--may be prevented. The Iron Bridge ismelancholy and thoughtful, focusing on the worries and passions of Maggieand the ironworking Quaker family she becomes attached to. Maggie's dilemmais tough--everyone wants the bridge built well, including the people shecomes to care about.If she fails, the course of history will lead toecological disaster; if she succeeds, her loved ones in the future willcease to have existed, and her adopted family will be ruined.--ThereseLittleton ... Read more

Customer Reviews (16)

The Iron Bridge Fails
Having forced myself to complete this pitiful example of a pseudo-historical fiction, I can only determine that it was chosen for publication for the lesbian sex scene.It is completely without merit, having a pitiful ending and leaving me with a complete lack of any feeling other than 'Why was this published?'In my fifty-seven years I have run across only one other book that I would rate worse, that being MOONSPIN.

Do not waste your money, time or effort reading this.His Heroine arrives naked with a single goal, she fails pitifully after becoming mired in the Quaker religion (which this books spends much too much time explaining and pushing upon the reader.) Yet somehow the writer ends his work with the assumption that 'she does a good thing.'

If I could, I would get my money and time back.

A Bridge of Straw
It was a great idea.A woman living in a future devoid of hope, full of environmental degradation, the offspring of humanity: she turns to the past, to find hope there, going to live with a Quaker family in 18th century England, at a place her group in the future has identified as a turning point in time.If they can stop the bridge from being built, the Industrial Revolution will have a far kinder, gentler path.Through the medium of flashbacks we learn of the evil of that future world and how they came to turn to this idea for hope.A great idea, for which I give it two stars.

It's the enfleshment of the idea that disappoints.Frankly, very little happens.You expect some major results from this idea.It's okay that the author kind of brushes over the mechanism for time travel, making it slightly new-agey- as long as he really pursues the philosophical and scientific ramifications of his ideas.But he doesn't.We don't get really the full breadth of possiblities.What do we get instead?A lot of graphically desscribed aberrant sexual scenes- both homosexual and heterosexual.And the author would have us believe this was normative for the time.To be clear- these scenes in no way help to advance the plot.Even the refence to the actions would not only not help advance the plot, but positively detract from it.I'm sitting there racking my brain to try to figure out what the relevance of the scenes were- other than to titillate and sell more books.

These faults could perhaps be forgiven if the author takes the opportunity to show us the benefits of a group seldom described and little understood.But he takes the stereotypes of Quakers and uses them to represent the worst in humanity.I get the impression that he knew very little of actual Quakers, but did do some sound research on us, and so for instance knows about the Quiestist Period.He uses the pacifism and consensus decision making styles of Quakers and portrays these as positive.But in the same breath he discounts their Christianity.These are Quakers without Christ.They are all hypocrisy, and no love of Jesus.While there are Quakers who are not Christian today, such were few and far between at the time the author describes.What we see described in the family is definitely not attractive, but represeantive of the worst of Quakerism and Christians.That's the easy way out- the way almost every author takes, especially science-fiction authors.Morse can do better.

Worst of all is the ending.Which of course I'm not going to tell you.Let me just say you'll be totally disappointed- and if that's what you're looking for in a book, this is the one to read.

Iron and Humanity
If a butterfly flaps it's wings in china, and a hurricane rages in the Caribean, then an iron bridge built in 1700's Shropshire may cause the downfall of society in the 2100's. If only the past can be altered, just a little bit, then maybe the future disaster can be prevented. Maggie Foster, a woman of the future, travels to the past where she attempts to influence the world's destiny by changing a bridge and hence the course of history. Maggie becomes embroiled in the lives of the Darbys, a wealthy Quaker family, ironmakers destined to shape the future. Although she comes to love the individual members of the Darbys, her motives around the bridge are ultimately at odds with theirs. As she carefully endears herself to the family while ensuring that the bridge will be a failure, she finds herself coming to care as much about the Darbys as she does about the future.

I enjoyed "The Iron Bridge" as a glimpse into history, particularly Quakerism. I think that I learned something about historic attitudes toward sex and came to appreciate the role of iron in the formation of our present society. I highly recommend "The Iron Bridge."

Original, brilliant, readable... sometimes awkward
I enjoyed this book and it engaged my interest from beginning to end.

First off, anyone with a special interest in industrial history, civil engineering, or Quakerism will LOVE it. Know any engineering students? Now you know what to give them for their next birthday gift...

Now come the quibbles, but before I start, let me just say that I gave the writer a break and went along for the ride and wasn't disappointed.

Whatever happened to illustrations in novels? Yes, I know they haven't done them since around World War I, but why not? I had hoped Jack Finney's "Time and Again" would change that, but no. The lack of illustrations is the biggest single flaw in this novel. Pictures of the historical Iron Bridge are easy to find on the Web, and the author, has a nice collection of them on his Web site. But we really need a picture, and a good one, of Samuel's alternate design.So much of the plot turns on Samuel's bridge:

"The arch was heightened !from a semicircle to a parabolic curve; and instead of making the tress members straight, as in timber constructions, Samuel had curved them fancifully, calling attention to the uniquess of cast iron as a building material. The arch rose from either side of the roadway like wings. 'It looks like a butterfly!' Maggie exclaimed."

The story depends on our believing that this design is aeshetically brilliant, and also that it contains an engineering flaw that Maggie is aware of. For those of us with inadequate visual imaginations, it is frustrating not to be able to see Samuel's design.

Now for the real nitpicks. The novel is full of small awkwardnesses. David E. Morse has not completely succeeded in immersing himself in the eighteenth century, and one has a mental image of him visiting historical sites, doing library research, and making notes (ah... the servant lived under the stairway, I can USE that...). At times I was reminded of "The Keeper of the Gelded Unicor!n," Ira Wallach's parody of bodice-ripping historical novels: "Two public letter-writers whispered in a corner. Outside, the cry of the fishwives could be heard over the shouts of the children laughing and clapping as the dancing bear performed in the streets thick with cutpurses."

I thought there was some gratuitous sex ("See, we Quakers are not prudes"), and Maggie is too busy with a complex role in a complicated plot--like an actor still trying to learn her lines--to come alive for me as a real character.


There are the usual problems with time-travel novels. There were two, however, which I thought were handled quite well. Dropped four centuries into the past, Maggie is constantly encountering language and cultural problems, and passes them off by saying she is from the United States. I thought this was all handled convincingly, without descending into situation comedy or passing the bounds of belief.

Second, the plot is based on the idea of attempt!ing to change history--to redirect the Industrial Revolution into less destructive channels--by interfering with a single, critical event. Will she succeed? Will she fail? That's all a little stale and tedious, but the way he finally resolves this question is nice--even if the story has a Moral.

Fascinating read
Wow, this book drove home the idea of everyone's place in history.Maggie Foster a young woman from the not so distant future is chosen by her fellow Ecosophians, because of her sympathetic abilities to go back in time to change history. The Ecosophians have determined that a single bridge an Iron Bridge's success propelled man into the industrial age, and caused the economic and social disasters that befell their world.

Maggie was transported into the world of 1773, with nothing but her wits, with the task to change the building of this bridge, so that the future would be altered. Along the way the reader is transported to that time, of ironmakers and Quakers.You are given glimpses into the poverty and the manipulations of politics that shaped that time.If you think about it, continue to shape our time.You also get a sense of what shapes each character and why they do what they do.You get into the skin not only of Maggie Foster, but of that of Abraham Darby III and John Wilkinson.You are shocked by the character of all.

Getting into the character's skin brings you into the sense of how you would fit into the that time, the practices, the home life.You really begin to understand how different some things were then.Ironically, you can also see how similar some were, when it comes to family relationships and the manipulations that go into building the bridge.

The entire book is a surprise, there are some elements, I was unprepared for of a sexual nature, but provide an interesting counterpoint given the sensabilities of the day.The more violent acts would have been accepted in that day and age because of the genders involved,and the ones based in affection would have been reason for an uproar also because of the genders involved.The counterpoint of these two, was not lost on me. All in all, this is the first science fiction book I have read, that was truly set in the past.

I'm sure our salvation as a species is not in our technology, but what we do with it in good conscience.This book drives this idea home.

Great job! ... Read more

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Davies: Principles of Tax Law has traditionally presented the principles underlying the 5 major taxes (income tax, corporation tax, capital gains tax, inheritance tax and VAT) and analyses how each tax operates. The authors explain, as simply as possible, how the UK tax system works by discussing major pieces of legislation and relevant case law - encouraging students to look at the subject as a whole and to gain an overall picture of the system in order to fully grasp the principles of tax law. ... Read more

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Customer Reviews (1)

Da Bomb! ka boom!
the book offers a variety of interesting lyrics and wonderful poetry in a exciting book. ... Read more

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Triad Education is based on the concept that teachers desire to teach responsibly, that students desire to learn responsibly, and that education will be successful to the degree that teachers and students are mutually engaged in the process. Interevaluative communication is structured to discuss, examine, and analyze teaching, learning, evaluation, and measurement.* The Triad process is easily adaptable to any kind of learning situation, teaching style,or subject matter.

* Triad Evaluation involves teachers and students in the process of appraising and determining the worth or value of student progress in the three states of learning. ... Read more

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The first resource to offer a comprehensive overview of acquisitions processes in health sciences libraries, this volume addresses the basic ordering and receiving functions common to all types of libraries, as well as the unique challenges of acquisitions work in the demanding health sciences environment. ... Read more

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This reader-friendly, four-color reference book is packed with more than 900 easy-to-understand definitions of cyberwords and time-saving tips to make navigating the Net easy, exciting and enlightening. ... Read more

Customer Reviews (1)

great help in understanding www and internet
i bought two books of the "dummy series" (internet and htlm) andoriginally got the cyber dictionnary as a back-up. now it's the other wayaround! it is written in a no-nonsense, straight forward manner, presentsthe information clearly with tons of cross references, and is thus VERYinformative. ... Read more

Customer Reviews (1)

The Best Motown Book Ever!
I remember buying this book in 1974 when I was 16. Even then, I was an avid Motown fan even when it wasn't "cool" to be one! I was severely disappointed with the then current music scene ("Seasons in the Sun" - need I say more?)

The book was written in 1970, when Motown was barely a decade old and it is one of the most interesting books on the subject I have ever read.Remember that this was before all of the Big Chill Motown Hype that emerged in the 80s. This book is simply about the music.Morse obviously is a fan of the music, but is not afraid to be critical. At the time this book was written, Motown was going through its Psychedelic Soul Period of which he is very critical, going so far as to call the Temptations "Puzzle People" album "Mickey Mouse music." Even though I have that album and like it, I do understand his point.

Morse spends a great deal of time talking about the rise of rock & roll music and also very intelligently discussing such non-Motown artists as Ray Charles and their influence on Motown and popular music in general. He also has some interesting thoughts on the influence of Gospel music on Motown. Morse's writing style can be a little heavy at times, somewhat like a Masters' Degree Thesis, but it is refreshing to read someone's analysis of popular music from an intelligent view.

Morse manages to touch upon many topics in a very concise way (ie. comparisons between Motown & Stax). He also gives some great insight into the Beatles and how their rise to fame actually helped Motown.My freshman college term paper was on the Beatles and their influence on American Popular Music and I used David Morse's book as a reference.

It is also wonderful to read comments about forgotton Motown artists such as Kim Weston, Brenda Holloway, Shorty Long and the Elgins.

He also explores different Motown artists' later music, after their popularity peaked (ie The Marvelettes, Martha & the Vandellas). Also, he has great praise for Gladys Knight.This was before "Midnight Train to Georgia" etc.She still wasn't that well known beyond her hit singles with the Pips.

Bear in mind that when this book was written, the Jackson 5 were just starting, Stevie Wonder & Marvin Gaye had yet to make their "breakthrough albums", Diana Ross had just exited the Supremes, David Ruffin had recently exited the Temptations.Considering all that has happened in the 30 some years since then (Michael Jackson's "Thriller", etc) it makes Morse's comments even more interesting. He has great praise for Stevie Wonder (whose then current hit was "Signed Sealed Delivered") and suggests that he will continue to go far with his music.He praises the J-5's "I Want You Back" but also wonders if the Jacksons are going to be a one or two hit act.

Morse also has great praise for David Ruffin and seems to think that the Temptations were a much lesser group without him.He makes one small error in saying that "I Wish It Would Rain" did not have Ruffin singing lead.

Diana Ross fans beware!He has the nerve to suggest that the Supremes (with Jean Terrell as the lead) might be a better group! (He has great praise for "Up The Ladder" which had just been released).In all fairness, he doesn't completely dismiss Ross' vocal talents (which I believe she has) but discusses her singing in a very fair-minded manner. I give him extra credit for mentioning her performance of "Put Yourself In My Place" which is probably my favorite Supremes' song ever!

Though I don't agree with all of his opinions, I still think he expresses them very well.Some of what I do not agree with are the following :

-Later Martha & Vandellas records ("Honey Chile", etc) were not that good.Those songs are some of my favorites.
- His criticisms of Edwin Starr and Jimmy Ruffin that they were talented but had inferior material.I like a lot of their songs.
-Many 60's Motown albums were simply hits and filler. (Not so in a lot of cases)

Differences of opinions aside, it is refreshing to read a Motown book that doesn't describe all the scandals and soap operas that were going on during Motown's classic years.To be honest, I am a little tired of reading everyone's tell-all's. I hope someone will take cues from Mr. Morse and write another book which analyzes Motown's music and nothing else!(Nelson George, Gerald Early & Sharon Davis have all written good books on the topic as well!)

I still have my small, tattered paperback of this book, which I keep by my bed and still pick up and read from time to time (usually with Motown music in the background). A must-read for Motown fans! ... Read more

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England from Elizabeth I to Charles I was a divided and perpetually anxious society that had to face up to external invasion in the Spanish Armada, to the threat of internal subversion in the gunpowder plot and ultimately to the prospect of Civil War. Yet the controversialists of the new print culture found much else that gave cause for concern: the failure to bring about a full reformation of the English Church; the growth of London as a centre of entertainment and pleasure; the profligate patronage of the court. Tempests, earthquakes, disastrous harvests, the plague - all these were taken as an unmistakable sign that the world was entering its last days. In this work, David Morse shows how pervasive was this pessimistic mood and how powerfully it affected English writing from Shakespeare to Milton. Other books by David Morse include "Motown and the Arrival of Black Music", "Perspectives on Romanticism", "Romanticism" and "American Romanticism" (in two volumes). ... Read more