Research Guides: Marketing: Multicultural

Multicultural Market

The Multicultural Edge: Rising Super Consumers Nielsen report. Free download with registration.

Euromonitor Passport This link opens in a new window Relevant reports include "Consumer Lifestyles in the US," "United States of America (USA) in 2030: The Future Demographic," and "Households: USA"
Mintel This link opens in a new window Mintel Reports are market research reports on consumers and products. Mintel Global New Products Database (GNPD) monitors product launches in consumer packaged goods.
Statista This link opens in a new window Includes a broad range of statistics from national and international data sources, searchable by industries, markets, topics, and countries.

Gale Encyclopedia of Multicultural America, 3rd by Gale Editors This work includes 23 new ethnic groups and contains 152 revised ethnic entries on specific minority groups in the U.S., with an emphasis on culture (religions, holidays, customs, language) in addition to information on historical background and settlement patterns. The encyclopedia also covers ethnoreligious groups such as Jews, Chaldeans and Amish.
Call Number: eBook
Publication Date: 2014
2016 Thumbnail Media Planner by Ronald Geskey LATEST EDITION ON RESERVE. See chapter "Emerging Markets & Media"
Call Number: Drexel Reference HF5415.3 .T48
Publication Date: 2016

Statista This link opens in a new window Includes a broad range of statistics from national and international data sources, searchable by industries, markets, topics, and countries.
Mintel This link opens in a new window Mintel Reports are market research reports on consumers and products. Mintel Global New Products Database (GNPD) monitors product launches in consumer packaged goods.

My Tribal Area (U.S. Census Bureau) "The Census Bureau collects data for the American Indian and Alaska Native (AIAN) population and publishes specific counts, estimates, and statistics. My Tribal Area gives you quick and easy access to selected statistics." - My Tribal Area

U.S. Census Bureau: Hispanic Origin materials "Hispanic origin can be viewed as the heritage, nationality, lineage, or country of birth of the person or the person’s parents or ancestors before arriving in the United States. People who identify as Hispanic, Latino, or Spanish may be any race."
From the Ballot Box to the Grocery Store: A 2016 Perspective on Growing Hispanic Influence in America Nielsen. Free download with registration.

Hispanic marketing : the power of the new Latino consumer (Third edition) by Felipe Korzenny; Betty Ann Korzenny; Sindy Chapa
Call Number: Drexel HF5415.33.U6 K67 2017
Publication Date: 2017
Who We Are Hispanics, 3rd by New Strategist Press Who We Are: Hispanics brings you the facts you need about the nation’s largest minority—the 55 million Hispanics in the United States, or one in six Americans. Its 11 chapters examine Hispanic attitudes, education, health, housing, income, labor force status, living arrangements, population, spending, time use, and wealth.
Call Number: eBook
Publication Date: 2016

Hispanic Marketing Council Mission statement: "To champion the Hispanic consumer segment and the importance it signifies to corporations seeking to grow their revenue and market share. To advocate for responsible & intentional investment in Hispanic marketing, commensurate with the enormous opportunity the multicultural majority presents."

Pew Research Center Religion & Public Life Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research.
U. S. Religious Landscape Survey
2010 U.S. Religion Census: Religious Congregations & Membership Study (RCMS)
National Congregations Study The National Congregations Study surveys a representative sample of America's churches, synagogues, mosques and other local places of worship. It gathers information about a wide range of characteristics and activities of congregations

Transcultural marketing : building customer relationships in multicultural America by Marye Tharp This unique book describes the most influential American subcultures currently shaping their members' marketplace choices. The chapters profile three ethnic subcultures (U.S. Latinos, African Americans, Asian Americans), five age-cohorts (Tweens, Generation Y, Generation X, the Baby Boomers, and the Mature Market), and one subculture based on sexual orientation and identity (the LGBT subculture).
Call Number: Drexel HF5415.332.M56 .T48 2014
Publication Date: 2014
Multicultural intelligence : eight make-or-break rules for marketing to race, ethnicity, and sexual orientation by David R. Morse
Call Number: eBook and print copy at Drexel
Publication Date: 2009