DIVERSITY MARKETING

Diversity Marketing (or in-culture marketing) is a marketing paradigm which sees marketing (and especially marketing communications) as essentially an effort in communication with diverse publics. According to the paradigm, the main focus of marketing today should be to create effective communication methods and a communication mix appropriate to each of the diverse groups active in the market.^[1]

It recognizes the influence of cultural programming. Diversity marketing acknowledges that consumer groups have life experiences 'in different cultural settings'. Because of this different cultural programming, the tastes, values, expectations, beliefs, ways of interaction, ways of entertainment, music, dress preferences, food, etc. of these individuals tend to be different from others'. These differences require the creation of customised marketing strategies to cater to the cultural diversity of people and places.

Notes

1. ↑  Dahl, Stephan: Diversity Marketing, Thomson, 2002

External links

• Diversity: An Extra Marketing Tool

• Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising? Stephan Dahl, January 2004.