The 85 Percent Niche - The Power of Women of All Colors, Latina, Black, and Asian
The MMR Library staff has compiled a list of recommended resources that every multicultural marketer and diversity executive should consider for their office bookshelf.
In this section, you will find a list of suggested books, white papers, reports, studies and downloads about multicultural marketing and diversity. These resources are available either for sale within this section, via links to individual websites, at Amazon.com and, in some cases, as a free download.
For additional background reading (at no cost,) make sure to visit other sections of this website such as Articles on multicultural marketing and diversity or within special sections on ethnic markets.
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Today women of color wield more clout in the marketplace because they are younger, and therefore will be customers longer than their white counterparts. They are increasing their educational attainment giving them higher salaries and more spending power. And they are entrepreneurial, and more likely to be mothers than older white women. Women of all colors generate more than $1 trillion in consumer spending and another $230 billion as entrepreneurs. Yet most companies market to women as a monolithic group, aiming their messages primarily at white women. With groundbreaking proprietary research Miriam Muley explores how cultural and ethnic differences shape the way women respond to life experiences. She encourages companies to embrace the cultural and ethnic identity of women of all colors with the same tenacity, commitment to grow, and deployment of resources that are given to other consumer audiences. The result is a concise and practical guide to what drives women of diverse backgrounds to consider brands for future purchase decisions. Muley takes this discussion to a new level, delving deeply into the "who" of the women's market. She provides practical insights on what it means to be a Latina, or a woman of Asian or African-American descent and she effectively translates these insights into compelling marketing best practices that business leaders can quickly integrate into planning efforts. Top takeaways from The 85% Niche: 1) Women of color are a vital source of employees and entrepreneurship. 2) Marketing to women of color requires expert understanding of gender marketing, diversity marketing, and the bridge between the two disciplines. 3) Unleashing the power of women and diversity in your organization is the fastest track to sales growth, share dominance, and increased profit. 4) The women-of-color opportunity will succeed only if it is measured, tracked, and carries the executive sanction and consistent attention of top-level management.
Author: Miriam Muléy