{"product_id":"the-new-mainstream-how-the-multicultural-consumer-is-transforming-american-business-9780060584665","title":"The New Mainstream: How the Multicultural Consumer Is Transforming American Business","description":"\u003cp\u003eAn economic revolution is transforming America: the New Mainstream. In this groundbreaking book, Guy Garcia explains how Americans will eat, work, play, learn, and spend money in the twenty-first century--and why any organization that ignores the lessons of the New Mainstream is doomed to fail.\u003c\/p\u003e\u003cp\u003eLed by the growing statistical and buying power of blacks, Latinos, and Asians, the New Mainstream is a loose coalition of minorities who have been forced to forge their own identity in American culture--even as they use and consume goods and services targeted to the general public. This shift in consumer buying power is not only transforming how products are developed, marketed, and bought, it also illustrates that diversity is the driving force of American capitalism. As Garcia shows, \u003cem\u003eThe New Mainstream\u003c\/em\u003e is both a wake-up call and a road map to this new economic reality.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eGarcia, Guy:\u003c\/i\u003e\u003c\/b\u003e - \u003cp\u003eGuy Garcia was a staff writer at \u003cem\u003eTime\u003c\/em\u003e magazine for thirteen years. The author of \u003cem\u003eSkin Deep\u003c\/em\u003e and \u003cem\u003eObsidian Sky\u003c\/em\u003e, he is also the founding editor of the urban website TotalNewYork.com. More recently, he has worked on the development of AOL Latin America, AOL International, and AOL Music.\u003c\/p\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":50923889852690,"sku":"9780060584665","price":9.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_b4b76f4c-6677-4d7c-b14e-0ffa61598545.jpg?v=1738964020","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-new-mainstream-how-the-multicultural-consumer-is-transforming-american-business-9780060584665","provider":"Surprise Castle","version":"1.0","type":"link"}