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This book is a great asset for understanding why “Black Still Matters”
“Black Still Matters” is a powerful and sobering testimony to the still untapped “gold mine” in the African-American culture. Using thorough research, marketing research expert Pepper Miller has uncovered even more reasons why marketers “miss the mark” when determining how to expand their brand. This excellent and easy to consume writing should serve as a training manual for any marketing professional. Among other insightful facts and observations, the book challenges stereotypes that prevent companies from reaching a viable and vibrant target group. Miller also points out the fallacy in marketing strategies that associate cultural differences with an inferior consumer behavior. In reference to media and advertising strategies to target consumers and the desire to see the bigger picture, Miller authentically suggests “the trees are missed for the forest”.
With numerous citations of statistics, Miler points out there is a population willing AND able to buy what companies are selling, but sellers are communicating as if their product is excluded from the African American experience. The irony is many of the current product trends find their origins in the African American culture, especially clothing. One would think companies are oblivious to the African-American audience, even as Miller references the staggering buying power of this audience, which some say is larger than some countries GNP.
This book is a great asset for understanding why “Black Still Matters” and is a must read for those who want to understand the true value of the African-American community. I salute Pepper Miller for her stepping out and giving a much needed wakeup call to marketers.
Manager, Firm Communications
Chicago Stock Exchange
Market Research guru Pepper Miller loads her latest book on Black America with keen insights, bold suggestions, and lots of fresh opportunities for marketers.
If What’s Black About It were the old testament of must have books on African American marketing, “Black Still Matters in Marketing” is the new. If you are at all interested in marketing to African Americans both these books should be your bible. Pepper Miller an African American research analyst and co-author or “What’s Black About it?” approaches her research with an honesty and passion that is unparalleled in the field. Her new book, “Black Still Matters in Marketing” educates us to why black marketing still matters in this ever-changing digital world. Blacks are indeed changing and Black Still Matters in Marketing has kept a close eye on why, how and what smart marketers can do to capitalize on this still very lucrative market.
Creative Director/Author, Mad Man
I loved it! It is an apologetic and manifesto at the same time. It is ruthless in taking on each raggedy roadblock and obliterating it with a laser beam of fact and logic. I thank you on behalf of all of us who have fell in love with an industry and mastered a craft only to have to spend the better part of our lives struggling to have a role and fighting each other for bit parts.
Larry D. Woodard
President Graham Stanley Advertising
Pepper has done it again. This book captures the essence of Black marketing perspectives in modern day America in an insightful and straight to the point fashion. This book is a must read for businesses who want to really talk with and to Black-America.
Gerry Fernandez, President
MFHA- The Multicultural Foodservice & Hospitality Alliance
You won’t want to stop reading this book. Successful marketing in the 21st century must go beyond what we used to call the mainstream. Toward the end, Pepper uses the phrase “cultural nuance,” and that captures the spirit of this book. Her insights give marketers a fresh understanding of events all around us. I had used What’s Black About It? in my multicultural and ethnic marketing course, but I’m switching – gladly – to Black Still Matters.
Jeff Kulick, George Mason University
Needless to say, you have done it again! What a great, informative read this is. It is the perfect companion to What’s Black About It.
In 1903, W.E.B. DuBois posed the question : Would America Have Been America Without Her Negro People? In the 21st, century we might spin that question to ask, “Can American business survive without the influence and participation of the Black consumer?” “Black Still Matters in Marketing” deftly answers that question in the affirmative.
May of us who are in the area of specialization of marketing have long called to companies to becomes engaged for not only the value of being in the economic infrastructure of this community but also for the importance of supporting the cultural infrastructure of the community as well.
“Black Still Matters in Marketing” is further evidence of the importance and vitality that exists in the consumer segment and still yet many marketers continue to be loathe to recognize. This book will undoubtedly begin to further dismantle that mindset.
What has been created here is the B-school business case. No 21st century marketer can be taken seriously as business leader, driven to bottom-line results without having read this book. It is required reading.
Congratulations Pepper on your continuance of this labor of love for the business and the community.
-Veteran Fortune 500 Corporate Marketing Executive
Excellent explication and presentation of why Black Matters. Very readable; plain spoken enough that the reader “gets” the meaning and understanding.
Vice President of Field Operations at National Minority Supplier Development Council