Assimilate or perish

Tarnowski, Joseph
February 2006
Progressive Grocer;2/1/2006, Vol. 85 Issue 2, p92
Trade Publication
The article reports on the issues that are critical to building an effective multicultural marketing according to a study. Supermarkets could drive their sales of general merchandise and health and beauty care items if they could harness the buying power of diverse customer groups. To do this, retailers must: (1.) be culturally relevant by studying customers' ethnicity, attitude and traditions; (2.) partner and collaborate with organizations that have information on ethnic groups; (3.) sell the right product mix; and (4.) improve on diverse customer service and employee support.


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