Golden opportunity

Jeff Wuorio

Argues that marketers should take the fast-growing Asian American market seriously. Nine points of guidance are proposed for those wishing to market to this sector.

Golden opportunity

Jeff Wuorio

For some companies, the Asian American market is like a rich vein of gold just a few yards below a miner's feet. Numbering nearly 12 million, Asian Americans are the fastest-growing ethnic group in the United States, have the highest median household income ($55,000 per year) of any buying group, and are expected to spend $528 billion annually on products and services by 2009. It's a mother lode, yet it can seem miles out of reach. With a host of barriers – among them, culture and language – many marketers have been gun-shy about trying to...

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