Marketing Across Multicultural Landscapes: A Comprehensive Review of Strategies Bridging U.S. and African Markets

Chioma Ann Udeh, Kelechi Chidiebere Iheremeze, Adekunle Abiola Abdul, Donald Obinna Daraojimba and Timothy Tolulope Oke
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Chioma Ann Udeh: Independent Researcher, Nigeria
Kelechi Chidiebere Iheremeze: Cocharis Motors Limited, Nigeria
Adekunle Abiola Abdul: Independent Researcher, Maryland, USA
Donald Obinna Daraojimba: Department of Information Management, Ahmadu Bello University, Zaria, Nigeria
Timothy Tolulope Oke: Yannis Marketing, Lagos, Nigeria

International Journal of Research and Scientific Innovation, 2023, vol. 10, issue 11, 656-676

Abstract: This scholarly inquiry delves into the dynamic realm of multicultural marketing, with a focus on the strategic interplay between the U.S. and African markets. This study aims to dissect the complexities of marketing across cultural divides, identifying the economic and cultural synergies that can be leveraged to foster a cohesive marketing strategy. Employing a systematic literature review as its methodological backbone, the study sifts through a plethora of cross-cultural marketing frameworks to distill the essence of consumer behavior insights and strategic marketing initiatives that have borne fruit in these diverse markets. The study’s main findings highlight the critical role of cultural understanding and technological innovation in crafting marketing strategies that resonate with a multicultural audience. It emphasizes the strategic importance of localized marketing approaches, tailored to the cultural and socio-economic contours of the target market. The study concludes that a deep-rooted knowledge of local customs, coupled with a keen eye on technological trends, is paramount for the successful integration of U.S. and African markets.

Date: 2023
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