Achieving Success In Multicultural Marketing
Clare FangVerizon Communications
The global marketplace is changing, both in the collaboration of corporations to build new partnerships and demographic customer profiles. Clearly evident in the American marketplace, demographic shifts in minority populations are progressively leading to the “multi-culturalization” of the American market. Lucrative markets, such as Asian and Hispanic, are quickly expanding. In order to maintain growth, it is increasingly necessary for companies, desiring to step out of the comfort zone of mass marketing, to embrace and to capitalize on these emerging markets.
The Asian-American market, in particular, represents a highly attractive demographic...