The marketers are naming their models: Total Market Approach, as we call it in Richards/Lerma, Crossculturalism as Ken Muench, one of the savviest US Hispanic planners - in my opinion - calls it, or Transcultutal marketing, as I like to call it; but it all boils down to the General Market work influencing the Hispanic work, and the Hispanic work influencing the General Market work in a way that makes brands stronger.
http://adage.com/hispanic/article?article_id=144536
No comments:
Post a Comment