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.
Diversity marketing recognizes the influence of cultural programming and
acknowledges that different consumer groups have life experiences in different
cultural and social settings. Because of this different cultural programming,
the tastes, values, expectations, beliefs, ways of interaction, ways of
entertainment, and lifestyle preferences of these groups tend to be different
from others. These differences require the creation of customized marketing
strategies.
e-mail : pratheepvasudev@gmail.com
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