Making total market mainstream

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

From Toyota to Clorox to Wells Fargo, many big brands are realizing the business benefits of the total marketing approach to marketing communications.

The total market approach (TMA) is a relatively new addition to the dictionary of multicultural marketing communications, although some of its underlying concepts have been used for years by marketers targeting ethnically and demographically diverse segments. It was officially memorialized at the 2014 AHAA Annual Conference, when the national trade organization representing the entire Hispanic marketing, communications, and media industry released this definition of TMA:

"A marketing approach followed by corporations with their trusted internal and external...

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