THE FUTURE IS NOW
Our previous definitions of "multicultural marketing", “hispanic marketing” or “ethnic marketing" are no longer applicable.
The "multicultural market " is not only made up of "Hispanic consumers", "Asian consumers" and "Indian consumers". Today's "multicultural" marketplace is sophisticated, cosmopolitan and globally inter-connected, it is transcultural! What was effective for brands yesterday is no longer relevant and what is effective today may not resonate with tomorrow’s moving targets.
Beyond Translation goes beyond the statistics and the language debate to the who, what, where and why! It is designed as a field guide for brand marketers to understand the roles that culture and context play in influencing beliefs, attitudes and driving behavior in order to better connect with today’s transcultural consumer.
Inside the book you'll learn
• Why "multicultural marketing", "in-language marketing" and "in-culture marketing" don't work
• How "transcultural" marketing is different than "Multicultural" marketing
• How to go beyond "multicultural" and understand the role that culture and context play in transcultural marketing
• How to cross the "cultural divide" with effective communication skills that resonate with the transcultural consumer
• How the transcultural consumer is influencing the mainstream
• How to harness the power of word-of-mouth, experiential and influencer marketing to build brand awareness and trust in the "transcultural" community
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