The 1.5s

Guyer, Lillie
October 1999
Automotive News;10/25/1999, Vol. 74 Issue 5845, pAM6
Trade Publication
Reports on the challenge posed to marketing strategies by young Asian immigrants called the `1.5' generation who came to the United States when they were under age 18. Need for understanding cultural values and behavior for effective marketing; Tendency for the 1.5 Asians to think and behave like their immigrant parents; Reason for possible profits of automobile makers who learn how to reach the group.


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