Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But … marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and … marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods …

Foreword -- Preface -- Marketing Strategies for Reaching Minority Markets -- Redefining Ethnic Market Segmentation … Frequency Portrayal of Minority Models in Magazine Advertisements -- A Selected Bibliography on Marketing to African Americans … Asian American Consumer Market -- Marketing Strategies for Asian-Americans -- Three Additional Factors of Native, American …