Black is the new green

By Andrea Hoffman, Leonard E. Burnett

Subjects: Consumer behavior -- United States, African american consumers, Affluent consumers, Affluent consumers -- United States, Target marketing, Target marketing -- United States, Consumer behavior, African American consumers, Rich people, Marketing

Description: "Burnett and Hoffman set forth a persuasive argument to marketing decision makers, the media, agencies and entrepreneurs that they must change the way they view African American consumers and a powerful subset within this group, Affluent African Americans. In this book, the authors define the audience (through demographics and psychographics), provide rich historical background for the rise of this community, and then compare the affluent African American market with the traditional affluent American market. Together, this provides a comprehensive look at the rise of this market, detailed data about how this market consumes, and how business can target this untapped source of business"--Provided by publisher.