What do we know about multicultural marketing?

• Autores: Geoffrey Precourt
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 3, 2014, págs. 252-253
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • An introduction is presented in which the editor discusses articles in the issue related to multicultural marketing on topics including television advertising aimed at Latinos, the responses of U.S. versus Mexican consumers to humor in advertising, and Korean-Americans' responses to direct-to-consumer advertising (DTCA).