Overcoming the "Borg Syndrome"

Rosa V. Alonso

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 are increasingly exposed to robust debate and reams of data uncovering a need for cultural sensitivity in their sales, marketing, and advertising programs. Many of us already use some form of demographic or lifestyle segmentation. Others remain unclear on the need for this approach or simply don't know where to start. What we all have in common is our need to achieve results: increasing brand awareness, leading market share,...

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