Beyond Translation.

Valerie Romley, Chief Research Officer of Moving Target Research Group, is set to launch her new book, Beyond Translation, The Marketer’s Field Guide to Understanding Today’s Transcultural Consumer, October 29th.

Beyond Translation delivers insight and strategy into connecting with the consumers of the top three emerging majorities in the US: the Hispanic/Latino, Pacific-Asian and Asian-Indian markets; and, is designed as a guide for marketers to quickly understand who, what, how and why consumers respond to marketing strategies. Many of the insights focus on the key dimensions of culture and context that simultaneously drive conflicting behavior and prevent effective communication across cultures.

“Asian-Americans, Hispanic-Americans, Asian-Indian Americans are blurring the traditional symbols of ethnicity based on race, language, country-of-origin and culture,” explains Valerie Romley, Chief Research Officer, Moving Target Research Group. “They are rapidly evolving and challenging the definition of ‘ethnic’ or ‘multicultural’ marketing.”

“The book goes beyond the language of debate, beyond ‘in-culture marketing,’ beyond the repurposed marketing clichés and gives marketers the tools necessary to understand the drivers behind behavior, so that they can develop relevant and effective connections that resonate with the core of today’s transcultural consumer,” added Romley.