Association of Marketing Theory and Practice Proceedings 2015
 

Title

The State of Multicultural Marketing & Advertising

Authors

Neleen Leslie

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

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