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The state of the multicultural marketing and advertising in the USA
Journal of Cultural Marketing Strategy,
2
(2),
124-140
(2017)
Abstract
This state-of-the-art paper examines multicultural marketing research and practice through reflective lens, in an effort to trace the evolution of marketing to multicultural audiences in the American context. It also seeks to identify gaps in current research and discusses the role academia can play in advancing the field of multicultural marketing and broadening our understanding of multicultural consumer behaviour in America.
Keywords: multiculturalism, diversity, marketing, advertising, multicultural marketing, multicultural advertising
The full article is available to subscribers to the journal.
Author's Biography
Neleen S. Leslie is a visiting assistant professor of Marketing in the Monte Ahuja College of Business at Cleveland State University in Cleveland, Ohio. She is an alumnus of Florida State University, where she earned her PhD in Mass Communication and Masters degrees in Measurement and Statistics and Integrated Marketing and Management Communication. Dr Leslie’s industry experience includes a stint in the Jamaican marketing industry as Brand Manager at one of the country’s largest distributors. She also served as a member of the Board of Directors of the National Association of Graduate-Professional Students (NAGPS), a non-profit organisation dedicated to improving the lives of graduate and professional students in the USA, and was President & CEO of the Association in 2014. Dr Leslie’s research interests include multicultural marketing, branding, advertising and intercultural communication.
