Viewpoint: Multicultural Marketing and the Reasons Why

Felipe Korzenny

Are Hispanics multicultural? Are African-Americans multicultural? Are Asians multicultural? These are vexing questions because none of these identities are multicultural.

Viewpoint: Multicultural Marketing and the Reasons Why

Felipe KorzennyCenter for Hispanic Marketing Communication, Florida State University

Recently, at professional meetings, some marketers have asked me if I am multicultural. I have been baffled by it. Does the question ask if several cultures reside in my identity? Most likely the question is the result of widespread confusion regarding what multicultural is. Thus, to simplify things my answer is, “I am just a Mexican.” Nebulous understanding and uncertainty pervade marketing circles regarding what multicultural marketing is about. Multicultural marketing mystifies marketers for different reasons.

Most companies do not know how or...

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