Multicultural Marketing: The Changing Face Of America

Gilbert R. Dávila

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 today' s advertising and marketing managers. And piled on top of this already full plate is the need to keep a watchful eye on a very important trend: the ever-growing multicultural market. At Sears, we have created a fully integrated marketing strategy that targets African Americans, Hispanics and Asian-Americans. What follows is an outline of the different approaches we use to reach Hispanic...

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