Multicultural Marketing for the Non-Multicultural Market

Companies are increasing their multi-cultural marketing activities, but some worry that ethnic marketing may make white consumers feel alienated and ignored or that it will take dollars away from general marketing, resulting in a zero-sum gain (or worse).

Multicultural Marketing for the Non-Multicultural Market

As ethnic populations continue to grow in size, buying power and political influence, more and more marketers are beginning or increasing their multicultural marketing efforts. Nevertheless, some...

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