ABSTRACT
In this chapter, the author discusses a phenomenon: brands that were active in multicultural marketing in the past have abandoned or significantly reduced their investments in the segment and recently have decided to reinvest in it.
The author provides first-hand suggestions on how marketers that decided to state a multicultural marketing comeback could approach it from a strategic standpoint, like better understanding the reasons behind the hiatus, tracking back past performance indicators and plans, engaging with corporate “survivors,” benchmark the competition and get an update on the latest industry’s effectiveness studies.
The chapter ends with a case study from Cheetos.
