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Diane Publishing Books
New Mainstream: How the Multicultural Consumer is Transforming American Business
Guy Garcia (au)
A corp. survival guide for the uncharted markets of the 21st cent. as well as an intellectual toolkit for anyone hoping to get a handle on -- or get ahead of -- the demographic & marketing trends of today’s diverse global society. Mainstream American is gone: & putting a multicultural spin on everything from business & politics to entertainment. Led by the growing buying power of blacks, Latinos, & Asians, the New Mainstream is the loose coalition of minorities that have been forced to forge their own identity outside the Old Mainstream -- even as they use & consume mass-media & mass-produced products targeted to the general public. “Shows how this new consumer economy is transforming how products & services are developed, marketed, & bought.”
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