Partnerships Are Key In Multicultural Marketing

Ruth T. Cyrus

Describes a successful partnership with the National Newspaper Publishers Association (NNPA) to become involved with, understand the needs of, and market to the African-American community in the USA.

Partnerships Are Key In Multicultural marketing

Office Depot benefits from partnering with National Newspaper Publishers Association

Ruth T. CyrusOffice Depot, Inc 

AfricanAmerican buying power is estimated to reach more than $572 billion, and blackowned businesses generate $71.2 billion in revenues. Office Depot recognizes this enormous spending power and has built a substantial marketing campaign to address this opportunity. This marketing campaign has several components, but one of the most successful is the campaign that developed in partnership with the National Newspaper Publishers Association (NNPA) in 2002.

The NNPA, also known as the Black Press of America, is a 62yearold...

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