Multicultural Marketing: Just Do It!

Leandro V. Rohde

The author makes the case for multi-cultural marketing to be properly embraced by companies at all levels, from the CEO down, if the opportunities that such markets represent are to be truly grasped.

Managing across markets
United States
Strategy

Multicultural Marketing: Just Do It!

Leandro V. RohdeNew York Life Insurance Company

The economics of cultural interactions fueled the origins of trade. Culture is the cement of ethnic unity, and it is time that we rediscover and take advantage of it as...

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