What's Black About It? by Pepper Miller and Herb Kemp

by Pepper Miller and Herb Kemp

Pepper Miller is the 2007 MAXX award winner for Research Executive of the Year. This award, given by Target Market News, recognizes Marketing to African Americans with Excellence (MAAX). The program annually honors the contributions, innovations and exceptional performance of African American professionals in the fields of marketing, advertising, media and consumer research.

African Americans have more influence on today's culture and taste than any other ethnic group in the world. What's Black About It? offers a fresh perspective on changing the views of corporate America and how they market to the African-American consumer. This book presents historical, psychological, and cultural influences that delve far deeper into the Black experience than other ethnic marketing books which may only include a general chapter or two on Black consumers. What's Black About It? proposes "staying in the black" and reveals the cultural buttons that fuel effective marketing to African-Americans.

Pepper Miller and Herb Kemp are expert marketers based in Chicago and Connecticut, respectively, and have completed over 30,000 quantitative and qualitative interviews with African Americans -- including marketing executives, scholars, and community influencers. Since the recent launch of "What's Black About It?" the authors have been interviewed on numerous radio programs and are in constant demand to present at national market meetings and at Fortune 500 companies as well. This book explores with Miller and Kemp the ever evolving cultural complexities of African-American consumers today.

(146 pages, hardcover, ISBN 0-9725290-9-8; 2006)

TABLE OF CONTENTS

Acknowledgements
Introduction
Prologue: What is Black?

Chapter One       The Business of Understanding the African-American Market
Chapter Two       A Business Case for Marketing to African Americans
Chapter Three    Where African Americans Lead, the Whole Follows
Chapter Four      Illuminating the Black Experience
Chapter Five       Shades of Blackness
Chapter Six        "Yes, We Speak English, but You Still Aren't Talking to Us."
Chapter Seven    "Media for the People"
Chapter Eight     Best Practices Required for Marketing to African-Americans
Chapter Nine     Conducting Research with Relevance and Insight
Chapter Ten      The Importance of Race in Marketing

Glossary
African American Profile: Top Ten Markets
African American Market Resource Guide
Notes
Index

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