AMTP Proceedings 2015
The State of Multicultural Marketing & Advertising
Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
2015
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
This state of the art paper attempts to view multicultural marketing research and practice through a reflective lens, in an effort to track the evolution of marketing to multicultural audiences in the American context. It also identifies gaps in current research and discusses the role academia can play in broadening our understanding of “multicultural consumer behavior."
DOI
10.20429/amtp.2015.30
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Leslie, Neleen, "The State of Multicultural Marketing & Advertising" (2015). AMTP Proceedings 2015. 30.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2015/30
