REACHING MULTICULTURAL MARKET URGED AT FORUM

NEW YORK -- As Asian American supermarkets proliferate and find favor among a sizeable number of consumers, they will require more specialized support from packaged goods companies in the form of in-language and in-culture advertising, said one marketer at a forum on multicultural marketing here recently."It stands to reason that those mainstream brands that make a sincere effort at reaching the multicultural

NEW YORK -- As Asian American supermarkets proliferate and find favor among a sizeable number of consumers, they will require more specialized support from packaged goods companies in the form of in-language and in-culture advertising, said one marketer at a forum on multicultural marketing here recently.

"It stands to reason that those mainstream brands that make a sincere effort at reaching the multicultural market will be rewarded with better positioning within the store," said Lar

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