AmEx Works To 'Connect' With Its Multicultural Marketing

McKenna, Andrea
February 2011
CardLine;2/4/2011, Vol. 11 Issue 5, p1
Trade Publication
The article reports that American Express Co. (AmEx) has found cost-effective ways to express multicultural messages. It is expected that card companies will try to get their products into several multicultural groups for whom the buying power has increased in the U.S. It reports on AmEx's Diverse Marketplace Intelligence that helps identify and target cultural groups for marketing opportunities. The company also uses an internal resource to gain insight into these groups to develop products.


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