June 4, 2009
WHAT IS YOUR MULTICULTURAL INTELLIGENCE?
David Morse publishes Multicultural Intelligence, Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation.
Dear Friends and Colleagues,
I take great pride in sharing with you the news that my book Multicultural Intelligence is now out. It’s been a long road to get here.
I’ve tried to provide some answers to the questions I often get asked. Or questions I ask myself. Will Hispanics and Asian Americans assimilate like earlier immigrants did? Is it important to target African Americans in marketing communications now that Barack Obama is president? Is it worth the risk of marketing to gays? Where do people of mixed race or ethnicity fit in? What is the future of multicultural marketing in today’s America?
I certainly don’t claim to have the answers. My hope is that I might stimulate some discourse about things that don’t often get talked about. Ultimately, I’ve tried to make the book an enjoyable, easy read. After all, we’re all busy.
I do hope you enjoy this book.
Sincerely,
David
Some comments from colleagues…
Multicultural Intelligence is a refreshing, mind-expanding, provocative and arguably shocking trip down multicultural marketing lane. Morse dares to take on topics of contention and multicultural taboos directly and passionately such that you really get it and you get it in such a way that you feel exposed and compelled to follow his code for multicultural marketing. If you thought you’d read all you needed to read on multicultural marketing, you’re in for quite an eye-opener.
Terry Soto, President, About Marketing Solutions
Author of Marketing to Hispanics
David Morse is making an important contribution in assembling the cultural diversity of our country in a coherent set and providing important rules for marketers to work with. I strongly recommend this book as a must read for those dealing with multicultural marketing and students of the subject. I plan to make it a required reading for my course on Multicultural Marketing Communication.
Felipe Korzenny, Ph.D., Professor and Director, Center for Hispanic Marketing Communication
Florida State University
Multicultural Intelligence is a refreshing balance between storytelling and strategic wisdom. Morse takes us on a journey into the hearts and minds of multicultural America, because he has spent valuable time in the space in a personal way. He has listened to the stories of consumers and is now sharing those voices. 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. This is a must read for anyone who is ready to embrace the reality of consumers today and well into tomorrow—that they are from a variety of cultures that call for targeting beyond the historical “general market” paradigm.
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. You will be smarter and wiser about the multicultural segments and LGBTs after reading this book. Get ready to take notes for that big presentation because what you need is here!
Pepper Miller, The Hunter-Miller Group, Inc.
Author of What’s Black About It?
Marketers: ignore this book at your peril. With amazing clarity, Mr. Morse lays out the landscape of multicultural marketing, past, present, and future. This book has opened my eyes to new vistas and opportunities in the world of entertainment, but it equally applies to anyone who wants to communicate effectively with the New America.
Bob Tzudiker, Screenwriter
David Morse brings us up to date on the cultural shifts taking place in American society. A must-read for anyone who is trying to understand these cultural shifts and what they mean for marketing.
Sanford "Sandy" Gross, Executive Vice President, NovaMex
Morse’s observations are eye opening and sometimes provocative. Whether you agree with him or not, his book is a must read for anyone who hopes to succeed in marketing in an ever changing segmented America.
Roberto Orci, President, Acento
David delivers an easy to read and thorough understanding of the multicultural consumer. He provides prescriptive guidance by illustrating some how 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 gives marketers a chance to learn more about multicultural opportunities through the eyes of a researcher and explorer. As a dedicated researcher and author who has devoted a great deal of time toward unraveling the myths and preconceptions of ethnic and other multicultural consumers, David brings it all together in this book in an entertaining and enlightening manner.
Bill Imada, President, IWGroup, Inc.
Ordering Information…
To see a complete table of contents including a list of the Eight Rules, follow the link:Multicultural Intelligence or visit www.paramountbooks.com.
Special quantity-discount pricing available from PMP. Call 888-787-8100 for more information.