Familiar Territory
Lynn Russo Whylly
As the multicultural market grows, both in size and disposable income, so does the need for help in reaching these consumers and converting them into valuable long-term customers. Marketers are learning that they can appeal to a multicultural audience by understanding the nuances, customs, and behaviors that define the various ethnic groups. To help them capitalize on the opportunity, many marketers are partnering with agencies that specialize in multicultural marketing.
How do you determine if a specialist agency is appropriate for you? What type should you look for, and how do you customize your search...