The State of Multicultural Marketing & Advertising
Document Type
Conference Proceeding
Conference Track
General Papers
Publication Date
2015
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."
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Leslie, Neleen, "The State of Multicultural Marketing & Advertising" (2015). Association of Marketing Theory and Practice Proceedings 2015. 30.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2015/30
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