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Abstract

Australia's multicultural society presents challenges and opportunities for marketers. This article presents a framework for analyzing multicultural marketing in terms of the interrelations among three types of factors, that is, the multicultural marketplace in Australia, international markets, and the multicultural resources that exist in Australia. The authors argue that Australia's cultural diversity, as well as that of other multicultural societies, is a valuable resource for recognizing and responding to the opportunities presented in international markets. Several case studies are used to illustrate the ways in which opportunities in the domestic and international marketplace can arise and be responded to as a result of the multicultural dimensions of a society. The cases are drawn from winning entries in the annual Australian Multicultural Marketing Awards. Although developed in terms of Australian society, the ideas are relevant to all culturally heterogeneous societies.

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Perspectives: Multicultural Marketing in Australia: Synergy in Diversity

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