CHAPTER 5
THE CHANGING AMERICAN SOCIETY: SUBCULTURES
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1 THE NATURE OF SUBCULTURES
2 ETHNIC SUBCULTURES
3 AFRICAN AMERICANS
3.1 Consumer Segments and Characteristics
3.2 Media Usage
3.3 Marketing to African Americans
3.3.1 Products
3.3.2 Communications
3.3.3 Retailing
4 HISPANICS
4.1 Acculturation, Language, and Generational Influences
4.2 Marketing to Hispanics
4.2.1 Communications
4.2.2 Products
4.2.3 Retailing
5 ASIAN AMERICANS
5.1 Consumer Segments and Characteristics
5.2 Marketing to Asian Americans
6 NATIVE AMERICANS
7 ASIAN INDIAN AMERICANS
8 ARAB AMERICANS
9 RELIGIOUS SUBCULTURES
9.1 Christian Subcultures
9.1.1 Roman Catholic Subculture
9.1.2 Protestant Subcultures
9.1.3 The Born-Again Christian Subculture
9.2 Non-Christian Subcultures
9.2.1 Jewish Subculture
9.2.2 Muslim Subculture
9.2.3 Buddhist Subculture
10 REGIONAL SUBCULTURES