Culture Club

Jeff Lin

As with any culture, the Asian-American marketplace requires a special kind of attention. Asian-American marketing and communications is not a simple process.

Culture Club

Jeff Lin

The buzz is out. The multicultural marketplace has been recognized by advertising agencies throughout the country. Advertisers are beginning to understand the value of the multicultural market, and they are beginning to focus their strategies on reaching out to select cultures throughout the United States. It's a smart step for marketers, but not necessarily an easy one. It is crucial to integrate multiculturalism into every tier of your company. It's one thing, for example, to have a ChineseAmerican employee go after a piece of business aimed at the Chinese community but you also need someone to...

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