Multicultural Marketing

Multicultural marketing (also known as ethnic marketing or cross-cultural marketing) is the practice of marketing to one or more audiences of a specific ethnicity -- typically an ethnicity outside of a country's majority culture, which is sometimes called the "general market." Typically, multicultural marketing takes advantage of the ethnic group's different cultural referents -- such as language, traditions, celebrations, religion and any other concepts -- to communicate to and persuade that audience.
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