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Keywords: Multiculturalism
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2008) 25 (4): 261–262.
Published: 27 June 2008
...Kirk Hazlett The problem, says the author in chapter 2, “The Multicultural Consumer and the Marketing Mix,” is that most marketers have taken a band‐aid approach to their multicultural outreach. “A recent investigation found that nearly 50 percent of both the Hispanics and African‐Americans...
