|
Published by: Kalorama Information
Published: Aug. 1, 1995 - 170 Pages Now 50% off the original sale price of $3,250.
Table of Contents Chapter One: Executive Summary
Asian-American Demographics
- Beyond the Monolith: The Asian-American Market
- Small but Rapidly Expanding Population
- Geographic Clustering: A Marketing Advantage
- Education, Occupation, and Income
Marketing to Asian-Americans
- A Dormant but Lucrative Market
- A Shift to In-Language Ads
- Media and Advertising
Chapter Two: Asian-American Demographics
Beyond the Monolith: The Asian-American Market
- The Asian-American Population: Small but Rapidly Expanding
- Asian Subgroups and Changing Immigration Patterns
- Researching the Asian Market: Limited Data Available
- Geographic Clustering: A Marketing Advantage
- Primarily Urban Dwellers
- Age and Sex
- The Family Unit
- The Effects of Assimilation
- Language Usage
- Education
- Occupation
- Income
The Asian-American Market: Major Metropolitan Markets
- Ethnic Makeup
- Differences between Key Areas
- The Importance of Language
Chapter Three: Marketing To Asian-Americans
A Learning Process
- A Change in Strategy
- The Recognition of Intracultural Differences Among Asian Subgroups
- Filling the Information Gap
Targeting Asian-Americans: Major Trends
- A Move to In-Language Advertising
- Focusing on Local Campaigns
- Understanding Consumer Behavior
- Recognizing Buying Habits
- Developing a Business Etiquette
- Recognizing Subcultural Diversity
- Asian Media
- Mainstream Campaigns: Pros and Cons
At a Glance: How to Approach the Asian Market
Listening to the Experts
Case Study # 1: AT&T
- In-Language Programs
- Targeted Ethnic Campaigns
- Cultural Overtures
Case Study #2: U.S. Postal Service
Case Study #3: Hennessy Cognac
- Creative Advertising
- Premium Merchandising
- Special Event Programs
Chapter Four: Chinese-Americans
America's First Asian-American Minority
- Native Born and Foreign Born: Two Populations
- Demographics
Marketing to Chinese-Americans
- Networking with Key Civic Groups
- Recognizing Cultural Differences
Chapter Five: Filipino-Americans
Privileged Minority
- Second Largest Immigrant Group
- New Immigrants: Primarily Professional
Demographics
Marketing to Filipino-Americans
- Cultural Diversity
- Cultural Links with the West
- Language and Media
Chapter Six: Japanese-Americans
America's Most Assimilated Asian-Americans
- A History of Prejudice
- The Abandonment of Tradition
- Retention of Identity
Demographics
- Three Major Urban Clusters
- The New York Difference
Marketing to Japanese-Americans
Chapter Seven: Asian Indian-Americans
The Invisible Minority
- A Fairly New Phenomenon
- Unusual Characteristics for an Immigrant Population
- Cultural and Ethnic Links with Whites
- Lack of Ethnic Neighborhoods and Organizations
- Employment Opportunities
- Expatriate Professionals
- Cultural Diversity
Demographics
Marketing to Asian Indian-Americans
Chapter Eight: Korean-Americans
A New Immigrant Population
- Solid Familial and Social Supports
Demographics
- Population Growth
- Income, Education, and Occupation
- Geographic Distribution
- Major Korean Markets
Marketing to Korean-Americans
Chapter Nine: Vietnamese-Americans
A Refugee Population
- A Downscale Minority
- Importance of the Family
Demographics
- Rapid Growth
- Geographic Concentration
Marketing to Vietnamese-Americans
Appendix A: Resources And Services
Asian-American Advertising Agencies
Consultants Specializing in the Asian Market
Asian-American Yellow Pages
Asian-American Print Media, By Ethnicity
- Asian Indian-Americans
- Chinese-Americans
- Filipino-Americans
- Japanese-Americans
- Korean-Americans
- Vietnamese-Americans
Radio Stations
Television Stations
Associations, By Ethnicity
- Asian Indian-Americans
- Chinese-Americans
- Filipino-Americans
- Japanese-Americans
- Korean-Americans
- Vietnamese-Americans
Appendix B: Languages Spoken And Level Of English Proficiency
- San Antonio, Texas
- San Diego, California
- San Francisco-Oakland-San Jose, California
- Los Angeles-Anaheim-Riverside, California
- Sacramento, California
AbstractAsian-Americans possess the highest overall median income level of any racial group. This new study from Kalorama Information provides you with the information and statistics you'll need to tap into this highly lucrative market. Provides essential data and competitive intelligence, including linguistic, demographic and statistical information on Asian-Americans; critical historical and cultural information on each of the major sub-groups (Japanese-, Chinese-, Filipino-, Asian Indian-, Korean- and Vietnamese-Americans); marketing and media resources for targeting Asians; and current marketing and advertising trends aimed at Asian-Americans. Also included are detailed case studies that show you why some companies have succeeded in carving out a solid niche in this market while others have failed.
Get full details about this report >>
|
