Many Cultures One Market: A Guide to Understanding Opportunities in The Asian Pacific Market

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by Robert Kumaki & Jack Moran



  • The first comprehensive exploration of Asian Pacific Americans from a marketing perspective

  • Insightful introduction to the major APA groups with historical background and cultural ethnography

  • Provides understanding of common factors across all groups, "The APA Escalator," the "Americanization process," and generational shift

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  • Paperback: 336 pages
  • Publisher: Copy Workshop; 1 edition (July 20, 2010)
  • Language: English
  • ISBN-10: 188722940X
  • ISBN-13: 978-1887229401
  • Product Dimensions: 9 x 5.9 x 0.9 inches

-The first comprehensive exploration of Asian Pacific Americans from a marketing perspective.
- Insightful introduction to the major APA groups with historical background and cultural ethnography.
- This book provides understanding of common factors across all groups, "The APA Escalator," the "Americanization process," and generational shift.
-It offers a whole new way of looking at this dynamic group from a marketing perspective - evolving from the translation- based programs that targeted early immigrants to programs that address their growing influence and affluence.
"It's 4% of the US, 8% of seafood sales, and it's 20% of the freshman class at top universities."

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Many Cultures One Market: A Guide to Understanding Opportunities in The Asian Pacific Market

Many Cultures One Market: A Guide to Understanding Opportunities in The Asian Pacific Market

by Robert Kumaki & Jack Moran



  • The first comprehensive exploration of Asian Pacific Americans from a marketing perspective

  • Insightful introduction to the major APA groups with historical background and cultural ethnography

  • Provides understanding of common factors across all groups, "The APA Escalator," the "Americanization process," and generational shift

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