Cents and Sensibility: Why Marketing to Multicultural Consumers Requires a Subtle Touch
This article is about new research by Americus Reed II (Wharton School of University of Pennsylvania), Stefano Puntoni and Peeter Verlegh that shows how ethnic-oriented marketing can backfire and even turn multicultural consumers…
Outlet:
Knowledge@Wharton
Media Type:
Unknown
Wednesday, 3 March 2010