Inclusive Marketing - Connecting The Dots Across Diverse Segments

Valarie Udeh

Argues for a more comprehensive and dynamic approach to multi-cultural marketing, which the author's own company (financial services firm, Wachovia) refers to as 'diversity marketing'.

Inclusive Marketing - Connecting The Dots Across Diverse Segments

Valarie UdehWachovia

Multicultural marketing is suffering an identity crisis. By virtue of its name, multicultural marketers should be engaged in a lively exchange of information across race and ethnicity as well as — based on many customer segmentation models — sexual orientation and gender. However, most multicultural marketing departments set up teams by segments or markets that often operate independently. These teams develop their own marketing strategies, hire and manage their own advertising agencies, engage in their own market research, design separate promotional programs, and so forth. Each group focuses...

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