Marketing Multicultural en España, primer país europeo en nuevos inmigrantes

Isidoro Arroyo-Almaraz; Cliff Van Wyck Ors

doi:10.4185/RLCS-66-2011-942-482-504

Authors

Isidoro Arroyo-Almaraz Rey Juan Carlos University https://orcid.org/0000-0003-4000-5167
Cliff Van Wyck Ors Bournemouth University https://orcid.org/0000-0002-8779-3511

DOI:

https://doi.org/10.4185/RLCS-66-2011-942-482-504

Keywords:

Multicultural Marketing, inmigrants, Spain, case study, cultural studies

Abstract

Cultural differences among immigrants demand differentiated strategies from marketers. This research aims at defining multicultural marketing within national boundaries, detailing how it has been studied and succesfully implemented by leading practitioners. Two research methods are utilised in this study- the first is heuristic (since it makes use of secondary data); the second is qualitative, based on data derived from case study. This research on cultural differences shows that differences become bigger depending on the profile of that culture that integrates others. Results show that individuals do not go through their lives with just one cultural reference. On the contrary, they get in and out of different cultures. Therefore, advertising needs to focus on integrated and combined campaign.

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Author Biographies

Isidoro Arroyo-Almaraz, Rey Juan Carlos University

Professor of Audiovisual Communication and Advertising at RJC University. PhD in Media Sciences at UCM.Master´s Degree in Communication Techniques in Social Services UCM-IMSERSO.

Visiting Professor at Bournemouth University (UK), ITS Sligo (Ireland), Siglo 21 University (Córdoba, Republic of Argentina) Tucuman University (Republic of Argentina) and Austral University (Bs As, Republic of Argentina). Guest Researcher at Universidad Nacional (Córdoba, Republic of Argentina).

He has writen many blooks and scientific articles, among others, La Profesión de Crear. Creatividad e Investigación Publicitarias (Laberinto Comunicación, 2006).

Currently involved in the Main Project from the Ministry of Science and Innovation: "Development of an efficient model of persuasive communication of the third sector in social networks" financed by the VI National Plan for Scientific Investigation, Development and Technological Innovation 2008-2011; and main researcher in the study on strenghthening of the Communicative Departments of the NGOs from Córdoba (Argentina) financed by AECID.

Director of the University Fair of Social Advertising, Internacional jury of Publifestival Social and European Smile Festival and Director of International Days of Social Advertising at RJCU.

Cliff Van Wyck Ors, Bournemouth University

Senior Lecturer in Advertising & Marketing, Centre for Public Communication Research (The Media School, Bournemouth University, United Kingdom).

He is interested on global branding and communication – innovation and activation, Marketing capability development, Insight development and application in brand positioning, Integrated Marketing Communication – modifying attitudes and purchasing behaviour, Semiotics.

Prior to joining Bournemouth University he worked for several years as a marketing communication consultant in both South Africa and the UK, on global and regional assignments.

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