Diversity marketing
Encyclopedia
Diversity 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 customised marketing strategies.
An acknowledgement of the importance of diversity marketing is that AT&T
have a post for this discipline at vice president
level.
Marketing communications
Marketing Communications are messages and related media used to communicate with a market...
) 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
Cultural behavior
Cultural behavior is behavior exhibited by humans that is extrasomatic or extragenetic, in other words, learned.-Learned Behavior:...
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 customised marketing strategies.
An acknowledgement of the importance of diversity marketing is that AT&T
AT&T
AT&T Inc. is an American multinational telecommunications corporation headquartered in Whitacre Tower, Dallas, Texas, United States. It is the largest provider of mobile telephony and fixed telephony in the United States, and is also a provider of broadband and subscription television services...
have a post for this discipline at vice president
Vice president
A vice president is an officer in government or business who is below a president in rank. The name comes from the Latin vice meaning 'in place of'. In some countries, the vice president is called the deputy president...
level.