ABSTRACT
This chapter discusses the concept of “Total Market” within the context of multicultural marketing and explains why this idea, which was very popular in the past 10–15 years among U.S. marketers, failed to deliver relevant growth when it comes to diverse segments.
The chapter introduced the key flaws associated with “Total Market,” explaining why they are flawed based on recent studies and research and introducing new approaches for marketers interested in effective multicultural marketing.
