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The general market for luxury goods has become stagnant. Given the new economic reality of the early 21st Century—not to mention the all-important new demographics of the new century—it’s bad business to continue to rely on luxury’s traditional customer base to support sales, or on tired marketing strategies and tactics. In Black is the New Green authors Burnett and Hoffman show readers how to follow in the footsteps laid down by brands such as Gucci, HSBC, Sony Electronics, and Aston Martin, amongst others, to become successful in a segment corporations can’t afford to overlook if growth is the objective.

The total number of affluent ethnic households in the United States in now estimated at over 1.3 million, the buying power of affluent African Americans (referred to as AAA’s in this book) is currently $87.3 billion. It would be foolish in the extreme not to tap into this rich buying segment, yet that is exactly what the marketing arms of companies do all too frequently. Sometimes this is because the executives in a particular marketing department are unaware of the potential that exists within this segment, sometimes it’s because they are baffled about how to reach out to this segment and sometimes it’s because they think they lack the money or resources to make a credible effort at adding a whole new segment. And sometimes, unfortunately, it’s because they have reached out in the past but their efforts were unappealing to the AAA audience. Black is the New Green will show you how to attract this lucrative market and create brand loyalty and product bonding among affluent African Americans in an affordable and measurable way.

Up until now, the affluent African American market has been underappreciated and overlooked. But with a sitting African American president—the time is now to tap into this market and to embrace a constituency that will have a lasting effect on your bottom line.

http://www.blackisthenewgreenthebook.com

• Sales Rank: #1090089 in Books
• Published on: 2010-03-15
• Released on: 2010-03-16
• Original language: English
• Number of items: 1
• Dimensions: 10.00" h x 1.00" w x 6.00" l, .85 pounds
• Binding: Hardcover
• 224 pages

Review

“Marketers who read this book will have a solid primer for understanding niche marketing, as well as a primer for marketing to an ethnic community…Any marketer looking for connection with the African American consumer will have gold reading Black Is The New Green.”—Small Business Trends

“In Black is the New Green, Andrea Hoffman and Len Burnett offer astute insight into one very powerful demographic shift that is driving the trend toward niche marketing – and they provide compelling and cost-effective strategies for reaching this emerging new affluent niche. They make the case that target marketing is no longer simply 'nice' to do, it is a 'need' to do – and, using recent, successful case studies to illuminate each step, they show you how.”
—Jim Clifton, CEO, The Gallup Organization

“Understanding the dynamics of the affluent African American marketplace as well as its motivations and expectations are critical challenges for all marketers. Black is the New Green is a must-read for marketers who have a lot to gain from understanding this important segment of affluent America.”
—Bob Shullman, President, Ipsos Mendelsohn

 “Hoffman and Burnett put a spotlight on an enormous, yet underappreciated opportunity. If you want to increase sales of upscale goods and services, this book is a roadmap.”
—Noel Hankin, Sr. VP Multicultural Relations, Moët Hennessy USA “Of all the sins marketers commit, few evoke more scorn from peers than that of 'leaving money on the table'. If there's a population willing and able to buy what you're selling, then failure to reach those people is a needless blow to your brand. Many luxury brands appear oblivious to the fact there's any such thing as an AAA audience, even though such households now deploy some $87 billion in purchasing power. With the image in their heads of a handful of wealthy black athletes and entertainers, these marketers overlook the existence of 340,000-plus AAA households—headed by professionals, corporate executives, entrepreneurs and the like--with yearly income of at least $150,000. Black Is the New Green offers counsel on how to go about reaching the AAA audience.” —AdWeek “Black is the New Green provides a thorough insight into the growing, affluent African American community. It explores the vast opportunities that exist for brands which have not yet authentically communicated with this group. An enjoyable read and with numerous anecdotes throughout, it is straight-forward and to the point.” —Rudy Chavez, President, Baume and Mercier, North America

About the Author

Leonard E. Burnett, Jr. is co-CEO and Group Publisher, of Uptown Media Group and VIBE Lifestyle Network.  UPTOWN Magazine is a bi-monthly publication for urbanites focusing on the lifestyle and culture of AAAs –which also comprises UptownLife.net, the interactive website, as well as Uptown’s signature and advertiser sponsored upscale events, and Uptown Social.  Len is a pioneer in the urban media space, and has been transforming marketer’s perceptions of the importance of reaching the underserved urban audience for twenty years.

Andrea Hoffman is founder and CEO of Diversity Affluence, a research, marketing communications and business development consultancy that helps brand managers, marketers, agencies, entrepreneurs and business development and media executives to understand and market to affluent ethnic consumers.   She is a marketing strategist, trend forecaster, and consultant with over 23 years of experience in marketing communications.  She has worked with brands such as Scholastic, Sony Electronics, Mercedes-Benz, BMW NA, NASCAR Café, Hachette Filipacchi Magazines, ALMA Awards, Nashville Entertainment Association, Alliance Bernstein and Fox Television. Andrea serves on the Board of Evidence, A Dance Company.

Most helpful customer reviews

2 of 2 people found the following review helpful.
Great Read!
By Urban Professor
This book is a great read and sheds a new light on African-Americans and the progress they have made in this country considering their start. Very informative for marketers of companies looking to tap into a really untapped market the Affluent African-American of now!

1 of 1 people found the following review helpful.
Excellent
By Carolyn M. Appleton
This book is well-written, provides real-life examples, and is very inspiring. I recommend it to everyone on my blog, in fact [...] Kudos to the authors, and hearty thanks.

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Deepak Chopra, M.D is the author of eighty books, including numerous New York Times bestsellers. He is a Fellow of the American College of Physicians and a member of the American Association of Clinical Endocrinologists, serves as Founder of The Chopra Foundation, Co-Founder and Chairman of The Chopra Center for Wellbeing, Founder of The Chopra Well on YouTube, Adjunct Professor of Executive Programs at Kellogg School of Management at Northwestern University, Adjunct Professor at Columbia Business School, Assistant Clinical Professor, in the Family and Preventive Medicine Department at the University of California, San Diego, Faculty at Walt Disney Imagineering, and Senior Scientist with The Gallup Organization. For more than a decade, he has participated as a lecturer at the Update in Internal Medicine, an annual event sponsored by Harvard Medical School's Department of Continuing Education and the Department of Medicine, Beth Israel Deaconess Medical Center.

If you gathered all the authors of this collection in one room, you wouldn't hear the hum of perfect agreement. But you'd hear optimism in everyone's voice. "We're going to crack this problem" marks a tidal change from past decades, when it wasn't even respectable to talk about consciousness in sophisticated scientific circles. It's hard to crack a problem that almost no one believes exists. The most distinguished quantum pioneers speculated brilliantly on the nature of mind in the universe. The general reaction in the field, however, was to whisper about old men going soft and leaving "real science" far behind. Such outright dismissal still exists, so it takes intellectual courage for these authors to swim upstream as they argue for the presence of mind in the cosmos. Ironing out their differences for the moment, these essays uphold some common propositions:

• Consciousness must be scientifically explained.
• There is evidence of mind outside the human brain.
• We are probably living inside a conscious universe.
• The assumption that the brain creates mind through a system of physical processes is backed by unreliable evidence.
• Traces of mind can be found at the quantum level of Nature.
• The separation of the subjective and objective domain is artificial. Instead of seeing reality "out there," we must think in terms of a participatory universe.

Each writer has staked his own ground on these claims, some being more conservative, others declaring that mind is everywhere in the universe. It's a breathtaking range of speculation. The fact that some essays reach out to philosophy and Eastern thought is heartening to me personally. The Vedic rishis were true Einsteins of consciousness, and if mind and cosmos can be linked, these seers are urgently relevant. That's the issue that Vedanta confronts. The eyes can detect physical light. The mind is aware of its own thoughts. The soul, if it exists, can attest to God. But none of this is good enough. Our eyes are easily fooled—hence the end of classical physics, and the beginning of quantum theory, whose eyes are mathematical, since physicality itself becomes vague and shadowy, unpredictable and non-local, in the quantum domain.

I’m proud to have edited this collection of essays as the circle around reality grows tighter and tighter. This elusive chimera won't escape. One anticipates an evolutionary leap before it is captured, however. Science must expand to embrace consciousness. Theorists must plunge directly into the participatory universe. The outworn assumptions of materialism must be revised or thrown away. When will all these changes occur? No one can say. But an evolutionary leap will occur when physicists look around the cosmos and agree with a famous saying from Vedanta: "This isn't knowledge you can acquire. This is knowledge you must become."

• Sales Rank: #226213 in eBooks
• Published on: 2014-08-01
• Released on: 2014-08-01
• Format: Kindle eBook

Most helpful customer reviews

22 of 23 people found the following review helpful.
A Worthy Collection of Thought
By Stephen E. Robbins
This book is a collection of 31 chapters, each contributed by different theorists. Only a few, I would say, are by prominent, standard names in the consciousness field. Overall, imho, the vast proportion are interesting contributions, certainly over 80% (depending on one’s interests – mine being the hard problem/physics/mystic), and that is a lot of material given the size (800pp) of the book. Reviewing a book of 31 different authors/chapters presents its challenges. Here is an attempting-to-be-brief try.

While the chapters proceed in alphabetical order, by author, they seem to fall in four categories:

1. Discourses focused heavily on the analysis of quantum mechanics, its general implications for our understanding of the physical universe, the curious relation to consciousness all this implies, and perhaps a (small) foray into the consciousness subject itself. These (11 by my count) generally comprise some of the most interesting and remarkable discussions and reflections and would make the book worth it in themselves.
2. Forays into the hard problem of consciousness (6 chapters by my count). As solutions to the hard problem, these are weak, though none fail to provide interesting observations, facts and arguments.
3. Integrative discussions of the mystical (or cosmic consciousness, or yogic writings) with the problem of consciousness. These chapters (4 by my count) are also unique, interesting and valuable (two especially).
4. Miscellaneous (10). These range from discussions on the need for self-observational methods, speculation on the insolvability of the problem of consciousness, musings on broader systems of consciousness, and more.

The Quantum Chapters/Comments: It is remarkable how the quantum subject is capable of so many different views, perspectives, new insights and general mining. I will note a few here, starting with Grandpierre’s chapter which is a great discussion of quantum theory and leads to the best conjecture (or opening, shall we say) I have yet seen, given the understanding of the quantum framework he lays out, on how consciousness could control matter, i.e., the problem of voluntary action – how we will to lift our finger. Cochran gives an interesting discussion of Pauli and Kepler re imagination. Johnston does a very interesting dismantling of the near-biblical notion of wave-particle duality, bringing us right back to a wave model. (I would recommend trying to find Jacob Kessler’s self-published “The Energy of Space” (1962) for an even wider/deeper move to a wave interpretation.) Craddock and Kaczynski give a great discussion of classic computational approaches vs. quantum re the brain, and the enormous power of computation the brain may actually have. (Unfortunately they show little recognition of the possibility that the Turing notion of computation, no matter how quantum, may not hold the answer at all.) Lucille and Pepin also add a great discussion, to include incorporating the abstruse observations of the great intellectual/mystic, Franklin Merrill-Lynch.

The Mystical Integrative Discussions/Comments: The coolest chapter is by Brazdu, who describes the mystical development and experience of “witnessing awareness,” where - I will attempt to restate - one has identified with the cosmic Self and from this level of Being observes one’s egoic self and its transforming pattern. This concept itself is obviously not new; what is, is Brazdu’s interesting argument that this is a natural evolutionary stage, and that supporting/explaining this experience is where the science of consciousness (with supporting physics) must ultimately head. Also of great interest is Bursa’s attempt to deal with Zen insights and the notion of the union of subject and object. It is unfortunate in this subject/object unity discussion (and this is the case in at least another chapter) that the only way these theorists can deal with this is via the notion that the subject (observer) creates “external” reality. Unknown to all these authors, apparently and unfortunately, is the theory of Bergson (Matter and Memory, 1896), for whom, “subject and object, in the their distinction and their union, must be treated in terms of time, not space.” This theory assumes both the existence of external reality and the union of subject/object without descending to the current temptation to hold that the observer supposedly generates reality. Unfortunately again, Bergson’s statement (re subject/object) is likely obscure to the book’s authors - there is little actual discussion across the chapters on time (save Sobottka’s on “The arrow of subjective time”), a subject with which consciousness is inextricably united. This comes to roost in the hard problem discussions.

The Hard Problem Chapters/Comments: Baer, while filling his chapter with interesting observations, nevertheless ends up with the brain supporting an “internal model” that looks like the external world, e.g., in the brain is a little model of my kitchen with its copper pots, pans, stove and white curtains - as I look at it right now, and where the "whiteness" of the curtains, the "coppery-ness" of the pots, etc., are the "qualia" of this image. Given we see only neural-chemical flows in the brain, the “here the magic happens” required for the emergence of this internal image/model is pretty enormous – and subtly unaddressed. The position is heavily discredited in philosophical circles. But Hameroff et al. essentially replicate this stance in their chapter, where in their descriptions of the goings-on in the microtubules of the neurons, again we find the “here the magic happens” as the image of the external world (somehow, by vague magic) arises. Chopra et al. follow on, arguing that “qualia are the building blocks” of our experience - this with no explication of what this actually means, on where the qualia come from or how the brain would “use” their qualia-blocks. Hameroff, I would note, at least trying on this (in another paper, not in this book), saw qualia as virtually little atoms inside those microtubules, just waiting to be configured to look like the external world (I suspect this notion still underlies his chapter in this book). What these “atoms” would look like for qualia that are defined only over time, that are functions of time, especially for dynamic form – Valerie Hardcastle’s “gently waving curtains,” “the conductor waving her baton,” “the patrons shifting in their seats,” or twisting falling leaves, or spinning cubes vs. slowly rotating cubes, or buzzing flies vs. flies slowly flapping their wings like herons (i.e., a change of time scale) – is extremely problematic. What could “form qualia” (awaiting in the microtubules) possibly be? Would these have to exist for every possible scale of time? In any case, all the theorists in this category would have greatly benefited, again, from Bergson’s elegant solution – holographic to boot already in 1896 - to the origin of the image of the external world

In sum, many good chapters and discussions, just very weak when it comes to the actual solutions to the hard problem.

13 of 14 people found the following review helpful.
Coming Together
By CWN
As an Iyengar Yoga practitioner, I was directed to this book by one of the contributing authors, Siegfried Bleher. This particular author is schooled in theoretical physics. Needless to say, his piece, as well as those by other contributors, is quite esoteric. But, the attractive attribute of his article and of those within the compendium is the ease with which science and (dare I say) philosophy mesh. It would be better to state that experiential and intuitive realization of consciousness by each of us (rather than philosophy) is given a platform of deeply intellectual, scientific understanding. These articles do not expand the chasm between body (including the mind) and soul or consciousness. Rather, they seek to weave together the mechanics of learning scientifically with the experience of living with a broad and sensitive consciousness. The distinction is made in Bleher's article between sentience and self-awareness. The point is made (and actually argued mathematically) that the sphere in which we grow our self-awareness introspectively can and does lead to an evolution (as it were) toward a larger, universal playing field of human consciousness or even universal consciousness. The articles presented not only read with logic and intelligence. They resonant with how we actually feel about and perceive our existence. A collection of studies well worth the effort to read.

5 of 5 people found the following review helpful.
If our brain would be so simple that we could understand it, we would be so simple that we couldn't.
By Dr. Thomas Dullien
I was looking to expand my perspective between Laszlo's 'Quantum Shift in the Global Brain' (and his 'Systems View of the World'), Fritjof Capra's 'The Systems View of Life' and Ernst Peter Fischer's 'Die Hintertreppe zum Quantensprung' (The backstairs to the Quantumleap'. This book exceeded my expectations. As a lay-person in Quantum physics the philosophical approach makes it easier for me to understand the concepts of this 'weird science'. It also drives home the point that Fritjof Capra 40 years ago: The mathematical framework of quantum theory has passed countless successful tests and is now universally accepted as a consistent and accurate description of all atomic phenomena. The verbal interpretation, on the other hand – i.e., the metaphysics of quantum theory – is on far less solid ground. In fact, in more than forty years physicists have not been able to provide a clear metaphysical model.
— Fritjof Capra In The Tao of Physics (1975), 132.
Brain, Mind, Cosmos continues to force me to think differently, possible, some day, more holistically. The discussion about 'reality' at that point no longer has to make a distinction between a perceived reality and actual reality.

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• Published on: 2014-03-14
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• Published on: 1995-04-21
• Binding: Hardcover

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Optomechanical Systems Engineering emphasizes a practical, systems-level overview of optomechanical engineering, bridging the gap between mechanical and optical design. Starting with the fundamentals of imaging, it reviews how optical system concepts flow down into optomechanical requirements on optical fabrication, optical alignment, structural design, mechanics of materials, glass strength, structural vibrations, thermal management, and kinematic mounts. By focusing on fundamental concepts and first-order, back-of-the-envelope estimates of optomechanical system performance, Optomechanical Systems Engineering is accessible to engineers, scientists, and managers who want to quickly master the principles of optomechanical engineering.

• Sales Rank: #359692 in Books
• Published on: 2015-04-27
• Original language: English
• Number of items: 1
• Dimensions: 9.55" h x .85" w x 6.45" l, .0 pounds
• Binding: Hardcover
• 272 pages

Review

“The whole book is written in a very accessible style, and there are plenty of good exercises for the reader. It would be a good resource for engineers and research students entering the field.”  (Optics & Photonics News, 4 September 2015)

 

From the Back Cover
Optomechanical Systems Engineering emphasizes a practical, systems-level overview of optomechanical engineering, bridging the gap between mechanical and optical design.  Starting with the fundamentals of imaging, it reviews how optical system concepts flow down into optomechanical requirements, including chapters on:

• Optical fundamentals
• Optical fabrication
• Optical alignment
• Structural design of mechanical components
• Structural design of optical components
• Structural vibrations
• Thermal management
• Kinematic design
• System design

The focus is on the fundamental principles underlying real-world design problems, as well as the commercial off-the-shelf (COTS) components used to solve them. By focusing on fundamental concepts and first-order, back-of-the-envelope estimates of optomechanical system performance, Optomechanical Systems Engineering is accessible to engineers, scientists, and managers who want to quickly master the principles of optomechanical engineering.

About the Author
Keith J. Kasunic has more than 25 years of experience developing optical, electro-optical, infrared, and laser systems. He holds a Ph.D. in Optical Sciences from the University of Arizona, an MS in Mechanical Engineering from Stanford University, and a BS in Mechanical Engineering from MIT. He is currently the Technical Director of Optical Systems Group LLC. He also teaches courses on optomechanical engineering as an SPIE Instructor, an Affiliate Instructor with Georgia Institute of Technology’s SENSIAC, an Instructor for the Optical Engineering Certificate Program at University of California–Irvine, and an Adjunct Professor at University of Central Florida’s CREOL.

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0 of 0 people found the following review helpful.
Written by an engineer who has clearly worked in the ...
By S. Lee
Written by an engineer who has clearly worked in the trenches of development as well as in the abstract world of architectural level design and analysis.

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Four Stars
By jqzhu
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• Sales Rank: #9571080 in Books
• Published on: 1998-04-30
• Original language: English
• Number of items: 1
• Dimensions: 11.50" h x 8.25" w x .75" l,
• Binding: Paperback
• 60 pages

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• Sales Rank: #11151828 in Books
• Brand: Alfred
• Binding: Sheet music

Features

• Includes 86 Different Technical Exercises
• Arranged For Early Advanced To Advanced Pianists
• Compiled From The Original Set To Present The Exercises
• Standard Notation
• 224 Pages

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