Ethnic Marketing: How to Target the Multicultural Consumer


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Essay #: 052150
Total text length is 4,610 characters (approximately 3.2 pages).

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The beginning:
Ethnic Marketing: How to Target the Multicultural Consumer
1 Multicultural marketing is marketing that is intended to appeal to historically minority populations, particularly ethnic groups, via a cultural strategy. Multicultural marketing is not to be confused with multiracial marketing. Miller and Kemp (2005) explain the difference: “Multicultural marketing is an indicator that cultural insights are absolutely necessary. Multiracial marketing is simply about racial representation—marketers putting different faces into an ad” (p. 6). Dacko (2008) adds a distinction between multicultural and cross-cultural marketing; multicultural marketing is limited to marketing within a particular culture rather than, for example, appealing to ideas of...
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