Why Cross-Cultural Is the Wrong Approach To Multicultural
The buzzword du jour in multicultural marketing is "cross-cultural," marketing aimed at a new mainstream where dividing lines between ethnic groups no longer exist. While it's a nice thought -- it doesn't reflect the reality of the marketplace.
In this webinar, Burrell Communications, a marketing communications agency specializing in the African American and young urban markets, will unveil proprietary research that gives an unprecedented and comprehensive exploration of the African American consumer market. Among other things, the research, which covered eleven markets, shows that African Americans are culturally open to a point, but there is a wall that separates what they experience and what truly matters to them.
This webinar will give marketers a deeper understanding of the African American consumer, and insight into why the trend of "cross-cultural" misses the mark.
*** NOTE ALL WEBINARS ARE EASTERN TIME ***
|Begins:||Wednesday, October 26, 2011 at 3:00pm|
|Ends:||Wednesday, October 26, 2011 at 4:00pm|
McGhee Williams Osse,