How Can Companies Address Cultural Diversity in Marketing?

By Dr. Felipe Korzenny

There are companies that have dedicated groups to deal with Latinos, for example. And sometimes they have separate groups to handle multiple minority group. In some cases there is a multicultural marketing group as distinct from the main marketing group. Some companies have had niche marketing units for a while and then have disbanded them. Some recreate them after a while and then merge them into discrete business units.

There may not be one recipe for how to organize the marketing function to account for cultural diversity among consumers but the following are important requirements:

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