The Source Book of Multicultural Experts 2007/08 Tenth Edition

The Source Book of Multicultural Experts 2007/08 Tenth Edition

Need An Expert? Find An Expert! in The Source Book of Multicultural Experts

Published in a convenient desktop handbook size, The Source Book of Multicultural Experts is an invaluable reference guide to experts on many different cultural and lifestyle markets such as Hispanic, Asian American, African American, women, and gay/lesbian. The Source Book is a resource for Hispanic Heritage Month (Sep 15-Oct 15), Black History Month (Feb), Women's History Month (March), Asian Pacific American Heritage Month (May), as well as for year-round information on a diverse America. Marketing executives benefit from our Source Book, as it helps them find resources to reach ethnic Need An Expert? Find An Expert! in The Source Book of Multicultural Experts

Published in a convenient desktop handbook size, The Source Book of Multicultural Experts is an invaluable reference guide to experts on many different cultural and lifestyle markets such as Hispanic, Asian American, African American, women and gay/lesbian. Marketing executives benefit from our Source Book, as it helps them find resources to reach ethnic consumers, leads to new clients, and forge business alliances. The Source Book is a resource for Hispanic Heritage Month (Sep 15-Oct 15), Black History Month (Feb), Women's History Month (March), Asian Pacific American Heritage Month (May), as well as for year-round information on a diverse America.

Use The Source Book to find contact information for experts in a wide range of industries, business leaders who are minorities and women, and reliable sources of information on multicultural marketing and a diverse America. Many of the over 200 listings also have a short description of the company and the services it provides. Also included are expert-written articles which include statistical highlights on multicultural and lifestyle markets in the U.S.

Companies are also grouped by market served. Featured markets include: African American, Asian American Hispanic, Gay and Lesbian, Multicultural, and Women.

What is inside The Source Book?

Marketing executives will find ad agencies, research firms and other experts in multicultural marketing to help them reach these growing populations. Human resource and purchasing executives will find contacts for vendors and suppliers that are minority- or women-owned businesses.

How to Use the Source Book:

Cross reference listings guide readers to find a company by business type ( i.e. large corporations, media, professional organizations, seminars) or industry area of expertise (cosmetics, entertainment, telecommunications, etc.).

About The Source Book of Multicultural Experts . . . . . . . . . . . . . . . . . . . . . . 2
Market and Special Sections
The African American Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
• “Managing Your Brand’s Strategy In The African American Market”
by Howard Buford, Prime Access, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
• African American Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . 8
The Asian American Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
• “The Asian American Market: Will Your Brand Be a Leader or a Follower?”
by Saul Gitlin, Kang & Lee Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
• Asian American Market Experts and Business Leaders . . . . . . . . . . . . . . . . . .13
The Hispanic Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
• “When Reaching Latinos, Relevance Rules”
by Alex López Negrete, Lopez Negrete Communications . . . . . . . . . . . . . . 16
• Hispanic Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . . . . . . 18
The Multicultural Market. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
• “Passing Your Cultural Literacy Test”
by William R. Ortiz, GlobalWorks Group . . . . . . . . . . . . . . . . . . . . . . . . . . .22
• Multicultural Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . . . .24
Other Market Experts and Business Leaders . . . . . . . . . . . . . . . . . . . . . . . 26
Chinese American Consumer Buying Behavior . . . . . . . . . . . . . . . . . . . . 29
• “Understanding the Asian American Viewer and Consumer”
by Michael Sherman, KTSF-TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
The Disability Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
• “Disability as Diversity…Connecting the Dots”
by Tari Hartman Squire, EIN SOF Communications. . . . . . . . . . . . . . . . . .35
Diversity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
• “The Opportunity Most Companies Are Missing: Understanding
Cross-Cultural Communications”
by Luke Visconti, DiversityInc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
The Gay and Lesbian Consumer Market . . . . . . . . . . . . . . . . . . . . . . . . .41
• “Today’s Gay Consumer Market: A Competitive Advantage”
by Howard Buford, Prime Access, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . .43
Multicultural Market Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45
• “The Changing Face of America: Multicultural Market Research – Nuts
and Bolts”
by Michael Halberstam, Interviewing Service of America . . . . . . . . . . . . .47
Listing by Industry Expertise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Alphabetical Listing by Company (with Contact Information & Profiles) . .54
About Multicultural Marketing Resources, Inc.. . . . . . . . . . . . . . . . . . . . . 91