Are You Reaching the Black-American Consumer? How the Rise of U.S. Multiculturalism Ended Up Sending Mixed Marketing Messages

Esther Franklin

This paper argues that too much of what we see in marketing - while tolerant and inclusive toward Black-Americans - is neither entrenched nor rooted in their experiences or cultural insights.

Are You Reaching the Black-American Consumer? How the Rise of U.S. Multiculturalism Ended Up Sending Mixed Marketing Messages

Esther (E.T.) Franklin

Starcom MediaVest Group

Editor’s Note:During the last five years, there has been a strategic debate...

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