Latino SIG Meeting: Multicultural Convergence and Divergence
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Understand how marketers are integrating Hispanics into their Total Market strategies

When: Monday, July 25, 2016
12-1 pm EST
Where: Qual-Meeting Virtual Platform
United States
Contact: Maria Parra

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Multicultural Convergence and Divergence

Often called the “Total Market”, companies are shifting their marketing organizations, their budgets and their strategies to try and crack this code (switching). We’ survey the nuanced market dynamics that underlie these shifts, discuss frameworks for understanding key distinctions on ethnicity and how these paradigms apply to brand strategy.

In an environment of rapidly changing social norms, researchers must keep up with the new face of the market and the challenges facing marketing strategists. 



Stephen Palacios, Vice President, General Manager and Multicultural Practice Leader

Stephen Palacios is a General Manager at LRW and an expert on multicultural marketing. He holds a B.A. from Saint Joseph's University (PA) and an M.A. from American University. He has been featured in multiple publications and in PBS’s Latino market documentary, Brown is the New Green.

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