The state of the multicultural marketing and advertising in the USA

Neleen S. Leslie

Journal of Cultural Marketing Strategy, 2017, vol. 2, issue 2, 124-140

Abstract: This state-of-the-art paper examines multicultural marketing research and practice through reflective lens, in an effort to trace the evolution of marketing to multicultural audiences in the American context. It also seeks to identify gaps in current research and discusses the role academia can play in advancing the field of multicultural marketing and broadening our understanding of multicultural consumer behaviour in America.

Keywords: multiculturalism; diversity; marketing; advertising; multicultural marketing; multicultural advertising (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2017:v:2:i:2:p:124-140

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