1. VOTED & QUOTED.
- Subjects
- *
MULTICULTURALISM , *MARKETING , *MARKETING strategy - Abstract
Presents the views of several U.S. students and executives on multicultural marketing. Opinion of Leonarda Basterra, graduate student at Kellogg School of Management in Evanston, Illinois, on the reason why the multicultural market needs a separate marketing strategy; View of Nicolas Piris, strategic planner at Vidal Partnership in New York City, on the importance of having a dedicated and specialized team for multicultural marketing; Comment of Carl Kravetz, chairman and chief strategic officer at IDEAS in Los Angeles, California, on multicultural marketing departments.
- Published
- 2004