Multicultural Marketing: The Changing Face Of America

This article describes how Sears, the U.S. retailer, approaches its multicultural marketing, especially that directed at the Hispanic market.

Multicultural Marketing: The Changing Face of America

Targeting the exploding Hispanic market

Gilbert DavilaSears, Roebuck and Co.

Fickle consumers, rapidly changing technologies, fragmented media channels – these are just a few of the many challenges facing...