Why Multicultural Marketing is More Than Just a Trend in the USA
Multicultural marketing has emerged as a pivotal area of study within international marketing and consumer research, reflecting the growing complexity of global marketplaces. Demangeot, Broderick and Craig (2015) conceptualize multicultural marketplaces as environments where multiple cultures converge, necessitating marketers to adapt and develop competencies that cater to a culturally diverse audience. This new conceptual territory underscores the importance of understanding the interplay between cultural national integration policies, intergroup relations, transnational networks, and the competences required for multicultural adaptiveness. The globalization of consumer markets has led to a proliferation of multicultural societies, presenting unique challenges and opportunities for marketers. Manrai, Manrai and Mady (2015) emphasize the need for a critical assessment of cross-cultural and cross-national consumer research to better understand the dynamics of multicultu...