Abstract:
Multiculturalism is a policy aimed at preserving and developing cultural differences within a single
country and around the world, and the theory or ideology that justifies such a policy.
Multiculturalism is one of the aspects of tolerance, which consists in the requirement of the parallel existence
of cultures for the purpose of their mutual penetration, enrichment and development in the universal mainstream of
mass culture. Multicultural marketing can be understood as a communication process aimed at different cultures and
subcultures with a plurality of segments of a single consumer market. Argument of this statement is the fact that culture
no longer professes the traditional values of a certain historical level of development of society, the forces and creative
abilities of a person, expressed in the types and forms of organization of people's life and activities, as well as in
material and spiritual values created by them, but only involves any society with its own set of beliefs, values, internal
and external relations, goals and norms of behavior (which can determine traditional as well as non-traditional norms
from a moral and ethical point of view, categories religious and moral). Dynamically, this phenomenon of
multiculturalism and multicultural marketing affected marketing communication strategies being focused towards
postmodernist values, by reorienting advertising from goods and services to consumer needs. This paper analyzes the
key elements of cross-cultural issues in international marketing communication and provides a framework for creating
a global vision of targeting potential consumers.
