Viewpoint: Multicultural Marketing and the Reasons Why

Are Hispanics multicultural? Are African-Americans multicultural? Are Asians multicultural? These are vexing questions because none of these identities are multicultural.

Viewpoint: Multicultural Marketing and the Reasons Why

Felipe KorzennyCenter for Hispanic Marketing Communication, Florida State University

Recently, at professional meetings, some marketers have asked me if I am multicultural. I have been baffled by it....

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