Marketing and Consumer Identity in Multicultural America

Rating:
Summary: Good basics albeit thin on white ethnics
Review: I enjoyed this book. Overall it was quite good with a very thorough coverage of the foundations of multicultural marketing used as the basis for later parts of the book that address specific cultural groups.

However, some of what is being passed off as multicultural seems more like "protected classes", i.e. minorities, gays, disabled, mature Americans et al.

As such I was somewhat disappointed that the non-minority ethnic marketing treatment was a bit thin. To wit: Native Americans, Italians, Jews, Irish and Arab Americans warranted all of 5 pages in +350 page book! And there was little or no coverage of Polish, German, Aremenian, Croatian, Bohemian, Swedish, Greek, Ukranian, Lithuanian and non-Hispanic Spanish/Portuguese.

Hopefully the next book will cover these groups in more detail...

Rating:
Summary: PORTRAYS INTERESTING INFO IN A QUITE READABLE FORMAT
Review: This book is a very good overview of multi-cultural marketing and why different cultures create different types of consumers. Sadly, it seems that many colleges are paying too little attention to this area of consumer research. It's nice to read Tharp's book and see that someone has recognized the importance of examining these issues in a rapidly-changing America.