Wednesday, February 25, 2009


IWS Documented News Service
Institute for Workplace Studies----------------- Professor Samuel B. Bacharach
School of Industrial & Labor Relations
-------- Director, Institute for Workplace Studies
Cornell University
16 East 34th Street, 4th floor
---------------------- Stuart Basefsky
New York, NY 10016
-------------------------------Director, IWS News Bureau

Paramount Books

The 85% Niche: The Power of Women of All Colors--Latina, Black, and Asian [February 2009]
by Miriam Muley
or via Amazon

Women of color generate nearly $1 trillion in consumer spending and another $230 billion as entrepreneurs. Yet most companies market to women as a monolithic group, aiming primarily at White women.

With groundbreaking proprietary research, Miriam Muley explores how cultural and ethnic differences shape the way women respond to life experiences. She encourages companies to embrace the cultural and ethnic identity of women of all colors with the same tenacity, commitment to grow, and deployment of economic resources that are given to other consumer audiences.

The result is a concise and practical guide to what drives women of diverse backgrounds to consider brands for future purchase decisions. Muléy takes this discussion to a new level, delving deeply into the "who" of the women's market. She provides practical insights on what it means to be a Latina, a Black woman, or an Asian woman and effectively translates these insights into compelling marketing best practices that business leaders can quickly integrate into planning efforts.

Top takeaways from The 85% Niche:

--  Supported correctly with the right business strategies, women of color will re-invigorate your business for years to come with brand loyalty and positive word-of-mouth endorsement.

-- Women of color are a vital source of employment and entrepreneurial energy.

-- Marketing to women of color requires expert understanding of gender  marketing, diversity marketing, and the bridge between the two  disciplines.

-- Unleashing the power of women and diversity in your organization is  the fastest track to sales growth, share dominance, and profit  improvement.

The women-of-color opportunity will succeed only if it is measured  and tracked and carries the executive sanction and consistent  attention of top-level management.

(approx. 250 pages, hardcover, ISBN 978-09801745-5-7; February 2009)

Editorial Reviews

A highly credible analysis of what it takes to grow market share among consumers in general and among diverse consumers in particular. ----Patricia J. Roberts, Former Director Women's Retail Initiative, General Motors Corporation

Finally, someone has stepped forward with the leadership, vision, and business knowledge to shed light on the diversity that exists among women. ----Dr. Marta Vega, Founder & CEO, The Caribbean Cultural Center

The 85% Niche integrates classical brand management principles with diversity and gender marketing expertise...Kudos to Miriam for using smarts, savvy, and creative thinking to push the envelope on the subject of marketing to women. ---Christopher J. Fraleigh, CEO, Sara Lee Beverage & Foods

Meet the author:

Learn more about Miriam: Welcome to the 85% Niche

See also LEADING VOICES Women's Diversity Marketing Model

This information is provided to subscribers, friends, faculty, students and alumni of the School of Industrial & Labor Relations (ILR). It is a service of the Institute for Workplace Studies (IWS) in New York City. Stuart Basefsky is responsible for the selection of the contents which is intended to keep researchers, companies, workers, and governments aware of the latest information related to ILR disciplines as it becomes available for the purposes of research, understanding and debate. The content does not reflect the opinions or positions of Cornell University, the School of Industrial & Labor Relations, or that of Mr. Basefsky and should not be construed as such. The service is unique in that it provides the original source documentation, via links, behind the news and research of the day. Use of the information provided is unrestricted. However, it is requested that users acknowledge that the information was found via the IWS Documented News Service.

Stuart Basefsky                   
Director, IWS News Bureau                
Institute for Workplace Studies 
Cornell/ILR School                        
16 E. 34th Street, 4th Floor             
New York, NY 10016                        
Telephone: (607) 255-2703                
Fax: (607) 255-9641                       

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