Simply Smart Marketing
Dai Min BarclayConquest & Diversity Marketing Volvo Cars of North America, Inc
The rise of buying power, population, and the political influence of minorities and gays/lesbians in the U.S. has given rapidly increasing prominence to multicultural marketing and has posted new questions to us marketers. Among the most contemplated and debated are questions such as: 1) Are the Hispanic-American, Asian-American, African-American and gay/lesbian American consumers not all included in the thrust and experience of the same media as other American consumers? 2) Do we need to carve the already very tight marketing budget to reach these...