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...