Journal of Brand Strategy Volume 3, Number 3, November 2014

Special issue on multicultural marketing

jbs-dsDestiny is demographics: The economic mandate of diversity
Kenneth W. Gronbach, President and CEO, KGC Direct

The future of marketing is multicultural: A conversation with Javier Farfan, Head of Music and Cultural Marketing, PepsiCo
Javier Farfan, Senior Director of Cultural Branding, PepsiCo

The business case for better analytics: A retrospective and the future of theory and practice of marketing science
Rafael Alcaraz, VP, Global Advanced Analytics, Digital Media and Strategic Foresight, The Hershey Company

Total market: Driving strategy in a multicultural nation
David Burgos, SVP, TNS Global

Valvoline shifts gears to reach the Hispanic market through agent-based modelling
Damon Ragusa, CEO, ThinkVine

Infusing pasión into mainstream advertising: Using an emotional model to improve the measurement of advertising effectiveness
Orlando Wood, Managing Director, Brainjuicer

Challenging the belief that all US Hispanics are culturally homogeneous: An AHAA and AARP cultural orientation and generational study
Lorraine Cortés-Vázquez, EVP, Multicultural Markets and Engagement, Xenia P. Montenegro, Senior Research Advisor, AARP, Scott Willoth, Media & Buyer Analytics, Nielsen Scarborough, Carlos Santiago, Chair, Research Thought Leadership Committee and Jake Beniflah, Executive Director, Center for Multicultural Science

Estimating the value of the US Hispanic shopper: An ‘in-culture’ analysis
Isabel Valdes, Principal, Isabel Valdés Consulting, Marie Quintana, President, Tu Familia and Jake Beniflah, Executive Director, Center for Multicultural Science

Improving multicultural marketing: Between-group and within-group segmentation approaches
Ricardo Villarreal, Associate Professor of Marketing, University of San Francisco

Bilingual memory: The impact of acculturation on the cognitive structure of foreign-born Hispanics
Jake Beniflah, Executive Director, Center for Multicultural Science, Sharmila C. Chatterjee, Senior Lecturer, MIT Sloan School of Management and Kerry P. Curtis, Professor Emeritus, Ageno School of Business, Golden Gate University

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