African Americans have more influence on today's culture and taste than any other ethnic group in the world. What is Black About It? is a new book with 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 have culminated 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.
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
Chapter Nine -- Conducting Research with Relevance and Insight
Chapter Ten -- The Importance of Race in Marketing
What's Black About It?
by Pepper Miller and Herb Kemp
Paramount Market Publishing, Inc.
Hardcover, 123 pages