Multicultural Marketing: Just Do It!

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.

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 one of the most-powerful marketing platforms available.

Entire countries are creating a stronger interaction between their economies and culture. Culture can also attach a competitive advantage to products and services by stirring in people a special feeling of pride in belonging to a particular ethnicity. So why are marketers so slow to respond to the multicultural call?...

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