What issue(s) is/are currently of utmost importance in the field of multicultural marketing?
Paying attention to regional differences. There is a need to customize marketing efforts to particular markets as opposed to a “one size fits all” campaign. (AE) Specialization in the culture of very narrowly defined consumer groups (FK) Understanding and managing Hispanic marketing vis-a-vis language preference and acculturation (IV) Quality control. As businesses start to provide service in languages other than English, how can they guarantee that the people they hire have not only the linguistic capability and excellent customer service skills but are also knowledgeable about their industries? (MD) The issue to me of utmost importance is the ROI issue; the need of multicultural marketers for measurement, just the way they measure in the general market. (AS) Measurement of ROI and measurement of audience (JY) What are the trends in marketing to ethnic groups in the US? There is a trend for companies to look internally to their personnel as a resource that they may have given short sh
