The owner of TransCity has recently published a new Dutch language book on multicultural marketing. The book describes the dilemmas marketers face when including consumers with ethnic minority backgrounds in the Netherlands and Europe.
Why does an IKEA spokesperson claim the introduction of a chicken hot dog has not been done to please both Muslims and Hindus in the Netherlands? Why didn’t the Share a Coke campaign by Coca-Cola include the name Mohamed, one of the most popular male names in many European countries?
In over 350 pages, this Dutch language book explains why consumers with ethnic minority backgrounds want to recognize themselves in mainstream European marketing and communications platforms.
If you understand Dutch, you can order the book here.