This paper examines the diverse cultural composition in Europe and how it poses great potential and challenge for marketers in the region. Multicultural Marketing practice in Europe is still at a very early stage and the diverse ethnic markets are at the present largely untapped. Using United Kingdom as a case, the paper provides some guidelines for marketers targeting ethnic minorities in Europe.
CITATION STYLE
Aiyeku, J. F., Nwankwo, S., & Ogbuehi, A. O. (2015). The Marketing Challenge of Multiculturalism: An Exploratory Study. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 23–27). Springer Nature. https://doi.org/10.1007/978-3-319-17320-7_8
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