Overcoming the "Borg Syndrome"

Argues that multicultural marketing is really consumer segmentation. It is odd that many segmentation methods do not include ethnic affiliation or language preference, since it is easy to collect.

Overcoming the “Borg Syndrome”

Rosa V. AlonsoInternational & Multicultural Marketing AT&T Wireless Services, Inc.

Multicultural Marketing? Ahhh. . .the (multi) million-dollar question! In this brave new world of marketing, executives...