Wednesday, February 20, 2008

Multicultural Marketing: The undiscovered country

Multiculturalism is changing the face of communities large and small, across the United States. Unfortunately, for many within the grocery channel, the authentic ethnic market remains elusive.At least part of the problem is that past paradigms are clouding the vision of many decision-makers in the grocery space. They still hold to an outdated belief that ethnic consumers are disenfranchised, and too poor to be thought of as potential core contributors to the bottom line. The facts, however, clearly call for a new archetype

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