Multicultural Marketing: The Changing Face of America
Targeting the exploding Hispanic market
Gilbert DavilaSears, Roebuck and Co.
Fickle consumers, rapidly changing technologies, fragmented media channels these are just a few of the many challenges facing today' s advertising and marketing managers. And piled on top of this already full plate is the need to keep a watchful eye on a very important trend: the ever-growing multicultural market. At Sears, we have created a fully integrated marketing strategy that targets African Americans, Hispanics and Asian-Americans. What follows is an outline of the different approaches we use to reach Hispanic...