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Features
Black is the New Green

 

 

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It’s 2010 and some businesses are still questioning the value of targeting the African American market despite black buying power being projected to rise to $1.1 trillion in 2012 from $910 billion in 2009.

Black is the New Green (Palgrave McMillan), a new book, written by Leonard Burnett, Jr. and Andre Hoffman makes the business case for luxury brands to ditch stagnant mainstream models of marketing and adopt segment marketing strategies that includes affluent African Americans (AAA).

Noting the nation’s demographic shift and the economic power of a new American wealth class, both Burnett and Hoffman wield research and case studies to present the facts about the AAA while unraveling the nuances of how to effectively reach this emerging audience.

The trillion dollar mark for black buying power will represent a cumulative growth of 28.4 % say the authors. They also note that the current buying power of the AAA is $87.3 billion by itself. So, if you think a blanketed urban or paint-by-numbers African American marketing strategy will reach this highly, sophisticated, consumer group, you’re wrong.

 


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The NV Awards 2010 - Michael Johnson

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"Success relies on how much you are willing to risk. It demands that you commit to your dream no matter what. It requires that you battle with the fear of failure every day without hesitation. It doesn’t come without loss or disappointment, but it always has an upside. The most wondrous thing about success is that it is not elusive — there is no special club membership, birthright or pigmentation, it is totally governed by a will to succeed innate to us all. The NV Awardees in the pages that follow have learned that lesson well, so celebrate them for their achievements and honor them by sharing your vision with the world."

 

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THE NV AWARDS 2010 - Johnita P Due

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CNN has been praised for its commitment to diversity. As the company’s Diversity Council chair, Johnita P. Due has played a key leadership role in its implementation. While Due’s honors are mounting for her efforts, she credits both the support of CNN’s leadership and their company-wide commitment to true diversity, as well as, the council’s ability to build relationships within departments. “That gave our council a lot of credibility,” she says

As Diversity Council chair, Due oversees a 28-member group that develops and supports initiatives across CNN’s networks and platforms to produce content relevant to CNN’s diverse audiences and users. She has provided guidance in both business and editorial areas, and was key to the development of CNN’s global programming initiatives, “Black in America” and “Latino in America.” Due earned a bachelor’s degree in psychology from Harvard and Radcliffe Colleges; a master’s degree in psychology from the University of Sussex in England by studying race relations and organizational culture under a Rotary International Ambassadorial  Scholarship; and her law degree from Cornell Law School, specializing in international legal affairs. As a law student, Due was an NAACP Legal Defense Fund Earl Warren Scholar and intern. She also interned at the United Nations Centre for Human Rights. At CNN she works closely with CNN human resources on internship, fellowship, recruitment and  development programs.

 

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THE NV AWARDS 2010 - Richard Dent

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Richard Dent III jokes that he knows more about bras than any man should know. But it’s his business to know. Dent is senior vice president and COO for Victoria’s Secret’s PINK, the intimate apparel, beauty and lifestyle brand for young women. It is the fastest growing retail business in Limited Brands history, going from $0 to $1 billion in just over five years.

Like most men, Dent, a Philadelphia-native and a proud Florida A&M University (FAMU) graduate, had a learning curve when it came to women’s underwear, especially the fun and flirty PINK. His background is in the automotive industry. He worked for Ford Motor Company for five years in Dearborn, Mich., before becoming the youngest corporate controller worldwide for Volvo Trucks at the age of 27.

 

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THE NV AWARDS 2010 - D'wayne Edwards

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Just like Michael Jordan redefined the game of basketball his brand has redefined the athletic shoe for a new generation. As Footwear Design Director of the Jordan Brand, a division of Nike, Inc., D’Wayne Edwards is a true style pioneer.

Edwards’ shoe designs include the Air Jordan XX1, Air Jordan XX2, Jordan Melo 1.5, 5.5, M3, M4 and M5. He designed the Jordan boxing shoes for Roy Jones, as well as, the Nike Ippeas, an equestrian boot designed specifically for the 2008 Beijing Olympics.

 

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