ABSTRACT
Chapter 45 discusses the relationship between Employee Resources Groups and multicultural marketing programs. The author uses an example from his career to demonstrate how these two can be connected for the benefit of their organizations.
The author also discusses this topic with a subject matter specialist, Robert Rodriguez, author and consultant on ERGs. Robert explains the origins of ERGs, their goals, the latest trends on this topic, and his view on the relationship between ERGs and multicultural marketing.
