Critical multiculturalism has generated considerable interest in the social sciences and humanities but has rarely surfaced as a distinctive theoretical approach in marketing. This paper is a first attempt to develop a critical multicultural marketing theory, drawing inspiration from the work of leading critical theorists. The paper makes the distinction between different types of multicultural orientations before exploring critical multiculturalism in more detail. The main body of the paper sets out essential elements of a critical multicultural marketing theory and simultaneously assesses the extent to which a critical orientation is evident in current multicultural marketing research.
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