Abstract:

The paper describes the future of ethnic marketing and the implications for marketing and strategies that can be adopted in ethnically diverse markets. It explores the impact that the conciliation between local and global will generate changes to the existing rules in marketing strategies. The Genius Loci approach is explored as it identifies new mind-styles, values and behaviours, becoming a new marketing program allowing companies to understand and invest in the multicultural market. This paper identifies how and why the central position of relationships produce a new culture ethnic mix.