Dr. Elten Briggs
Presented to The University of Texas at Arlington Libraries on the occasion of Promotion to Professor, Dr. Elten Briggs, Marketing, Fall 2022.
Item(s) added to the Libraries' collection:
Marketing to the new majority: strategies for a diverse world
Burgos, & Mobolade, O. (2011). Marketing to the new majority : strategies for a diverse world (1st ed.). Palgrave Macmillan.
After being promoted to associate professor, I was provided with the opportunity to develop a new course in Multicultural Marketing. I taught this course for the first time in spring 2015, and we have offered the course at least once a year since then. I consider this effort the most meaning pedagogical contribution of my career. Designing this course took me a significant amount of time, partly because there were no established textbooks on the market for this subject. I used this book, authored by marketing research professionals working in the multicultural field, as the foundational text for my classes. The book does a wonderful job of explaining the background, rationale, and challenges associated with targeting ethnic minority consumers in diverse environments, such as the United States. My students actually enjoyed their assigned reading for a change!