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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 — if you’d only ask, in a reasonably competent way, that it do so — then failure to reach those people is a needless blow to your brand. A forthcoming book, titled Black Is the New Green: Marketing to Affluent African Americans, makes the case that luxury marketers are guilty of missing out on one such lucrative market.
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