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Cross-cultural approach to small business marketing

from By Clarice Brough

The demographic landscape is changing in the United States, and so too in the world of retail. Traditional marketing evolved over decades to engage a number of diverse nationalities. But the number of nationalities comprising Latinos, Asians and other minorities, as well as multiracial Americans is growing and expanding. But before you jump on this marketing bandwagon, let's dig a little deeper. Marketing and advertising efforts do need to be different, but they also need to strike a balance between your steady consumers of today and the evolving consumers of tomorrow. more

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