Putting theory into practice: Procter & Gamble's multicultural initiatives

At the ANA 2011 Multicultural Marketing & Diversity Conference, Ida Liz Chacón of Senior Marketing Manager at P&G's Ethnic Center of Expertise presented four case history briefs covering its brands Crest, Gillette, Gain and Pampers.

Putting Theory into Practice: Procter & Gamble's Multicultural Initiatives

Geoffrey PrecourtWarc

Procter & Gamble has been active in multicultural marketing for more than a half-century. In 1961, it was among the first national advertisers to sign...