diversity marketing

Diversity Marketing is a marketing paradigm which sees marketing (and especially marketing communications ) as essentially a communication effort with diverse publics. On of the leading advocates of Diversity Marketing is the British academic Stephan Dahl. According to him 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 today.

Bibliography

Dahl, Stephan: Diversity Marketing, Thomson, 2002

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