Top 20 Multicultural Markets: Toolkit for Marketing Managers

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY, DEFINITIONS AND METHODOLOGY

• 1 KEY FINDINGS -----------------------------------------------------------------------------
• 2. EXECUTIVE SUMMARY -----------------------------------------------------------------------
• 3. METHODOLOGY -----------------------------------------------------------------------------

II. MULTICULTURAL MARKETING AND ETHNIC MARKET SEGMENTATION

• 2.1 DEVELOPMENT OF MULTICULTURAL MARKETING IN THE U.S. ---------------------------------------
• 2.2 ETHNIC MARKET SEGMENTATION AND BUSINESS OPPORTUNITIES -----------------------------------

III. CURRENT TRENDS IN MULTICULTURAL MARKETS

• 3.1 TRADITIONAL MULTICULTURAL MARKETING VS. NICHE ETHNIC MARKETING ---------------------------
• TABLE 1: Marketers' Approach Shift from Ethnic Marketing to Niche Marketing --------------------
• 3.2 CASE STUDIES ---------------------------------------------------------------------------
• 3.2.1 Telecommunications Industry ---------------------------------------------------------------
• 3.2.2 Financial Services Industry ----------------------------------------------------------------
• 3.2.3 Health/Education Industry ------------------------------------------------------------------
• 3.2.4 Airline Industry --------------------------------------------------------------------------

IV. ETHNIC MARKETS OVERVIEW

• 4.1 BOSNIAN-AMERICANS --------------------------------------------------------------------
• 4.1.1 Media Capacity--------------------------------------------------------------------------
• 4.2 BULGARIAN-AMERICANS ------------------------------------------------------------------
• 4.2.1 Media Capacity --------------------------------------------------------------------------
• 4.3 CROATIAN-AMERICANS --------------------------------------------------------------------
• 4.3.1 Media Capacity---------------------------------------------------------------------------
• 4.4 CZECH-AMERICANS ------------------------------------------------------------------------
• 4.4.1 Media Capacity---------------------------------------------------------------------------
• 4.5 EGYPTIAN-AMERICANS -------------------------------------------------------------------
• 4.5.1 Media Capacity----------------------------------------------------------------------------
• 4.6 GREEK-AMERICANS -----------------------------------------------------------------------
• 4.6.1 Media Capacity----------------------------------------------------------------------------
• 4.7 HUNGARIAN-AMERICANS -------------------------------------------------------------------
• 4.7.1 Media Capacity---------------------------------------------------------------------------
• 4.8 INDIAN (SOUTH ASIAN)-AMERICANS ---------------------------------------------------------
• 4.8.1 Media Capacity---------------------------------------------------------------------------
• 4.9 IRANIAN-AMERICANS --------------------------------------------------------------------
• 4.9.1 Media Capacity---------------------------------------------------------------------------
• 4.10 ISRAELI-AMERICANS --------------------------------------------------------------------
• 4.10.1 Media Capacity---------------------------------------------------------------------------
• 4.11 JORDANIAN-AMERICANS ------------------------------------------------------------------
• 4.11.1 Media Capacity---------------------------------------------------------------------------
• 4.12 LEBANESE-AMERICANS -------------------------------------------------------------------
• 4.12.1 Media Capacity---------------------------------------------------------------------------
• 4.13 LITHUANIAN-AMERICANS -----------------------------------------------------------------
• 4.13.1 Media Capacity---------------------------------------------------------------------------
• 4.14 POLISH-AMERICANS --------------------------------------------------------------------
• 4.14.1 Media Capacity---------------------------------------------------------------------------
• 4.15 ROMANIAN-AMERICANS -------------------------------------------------------------------
• 4.15.1 Media Capacity---------------------------------------------------------------------------
• 4.16 RUSSIAN-AMERICANS -------------------------------------------------------------------
• 4.16.1 Media Capacity---------------------------------------------------------------------------
• 4.17 SERBIAN-AMERICANS -------------------------------------------------------------------
• 4.17.1 Media Capacity---------------------------------------------------------------------------
• 4.18 SLOVAK-AMERICANS -------------------------------------------------------------------
• 4.18.1 Media Capacity---------------------------------------------------------------------------
• 4.19 TURKISH-AMERICANS --------------------------------------------------------------------
• 4.19.1 Media Capacity---------------------------------------------------------------------------
• 4.20 UKRAINIAN-AMERICANS ------------------------------------------------------------------
• 4.20.1 Media Capacity---------------------------------------------------------------------------

V. DISCLAIMER --------------------------------------------------------------------------------