The State of Multicultural Marketing & Advertising

Document Type

Conference Proceeding

Conference Track

General Papers

Publication Date



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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