Multicultural Marketing Is Your Story

Introduction

What’s the Story?

This book tells the story of the influence of culture on consumers ever since Homo sapiens populated our world. Everything that is told in the following pages is based on scientific research and on the author’s firsthand multicultural experience. Because we are storytellers and story consumers, this book explores multicultural marketing from the stories consumers tell and are told about products and brands.

Indeed, our lives are stories we tell to all those we are surrounded by every day. We tell stories about our lives to unknown people too through social media when we post the pictures of our vacations and when we share about our graduation or changes in our jobs. We add videos of our pets, of our wedding dance, ...