Marketing practices in a multicultural world

Jamal (2003) examines the role of marketing  in a multicultural world, using the research method of ethnographic fieldwork. The  main data gathering strategies were participant observation and depth interviews.  The main theme, based on my reading, is depicted  in the following diagram (which is a simplified version of the ideas covered in Jamal (2003):

The main ideas are that:

1. consumers of different ethnic groups interact with each other and affect their respective consumer cultures;
2. marketing practices influence consumer behaviours and their consumer cultures of different ethnic groups in a mutual causation form.

The findings challenge the traditional marketing  approach of ethnic segmentation. The article offers the view that consumer self-concepts in  the contemporary multicultural environment are complicated and contradictory. Jamal recommends a marketing role that promotes more liberating consumer lifestyles in such a social environment. You need to refer to the article for the detailed line of reasoning of the ideas. From my understanding, the perspective taken up by Jamal is very much social-systemic.


Reference
Jamal, A. (2003) "Marketing in a multicultural world" European Journal of Marketing Vol. 37 (11/12), pp. 1599-1620.