In-culture marketing

In-Culture Marketing (or Diversity Marketing) is a methodology applied to Marketing that recognizes the existence of cultural programming and that there are consumer groups that have life experiences “in a different cultural setting” than ours, and therefore their tastes, values, expectations, beliefs, ways of interaction, ways of entertainment, music, dressing preferences, food, etc. they tend to be different than ours, because their cultural programming is different. Moreover it requires creation of customised marleting strategies catering to the cultural diversity among people and places.

See also

Diversity marketing

Papers (online)

Dahl, Stephan, "Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising?" (January 2004).