Targeting the kaleidoscope. Marketing in a multi-cultural age

In 2003 COI commissioned a comprehensive, in-depth study of media use and attitudes to advertising among Britain's ethnic minority communities.

Targeting the Kaleidoscope

Marketing in a Multi-Cultural Age

David Foxon COI Communications, United KingdomPhilly Desai Turnstone Research and Consultancy, United Kingdom

INTRODUCTION

The structure of this paper is as follows:

  • First we outline the background...