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| Tekijä: | Korzenny, F. |
| Otsikko: | Multicultural marketing and the reasons why |
| Lehti: | Journal of Advertising Research
2008 : JUN, VOL. 48:2, p. 173-176 |
| Asiasana: | marketing culture groups USA future technology |
| Vapaa asiasana: | multicultural, mainstream, online |
| Kieli: | eng |
| Tiivistelmä: | The paper is about multicultural marketing which has become a new marketing phenomenon. It is based on the question What multicultural is?. For the marketers customers who are different means being multicultural. Putting together all the diverse groups a multicultural marketplace is formatted. The goal is to try to clarify what multicultural marketing is and what are some of the trends in the emerging market scheme. The question about the future prospects in these cultural groups. How do they preserve their cultural identity is also discussed. Some cultural groups remain relatively unmixed because the larger society is not willing to accept them as part of the main stream. This survey was made online excluding them who are not using internet. This way the survey is futuristic in showing what will likely to shape the future of American marketing. To conclude the multiculturalism is currently in the middle of the technology adoption, which is the base for driving the future revenues and profits. To understand multiculturalism it is important to know the forces that unite cultural approaches and the values that require them. As the culturally unique markets grow they become more demanding. Marketers need to serve them in their style, language and value scheme. Multicultural market is a lasting trend. |
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