Revista Latina

Metadata - 2011
DOI: 10.4185/RLCS-66-2011-942-482-504

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="Multicultural Marketing in Spain, first european country in the reception of new inmigrants”/>
<meta name="DC.creator.personalName" content="Dr. Isidoro Arroyo-Almaraz"/>
<meta name="DC.creator.address" content=""/>
<meta name="DC.contributor.editor" content="Dr. José-Manuel de-Pablos-Coello"/>
<meta name="DC.contributor.address" content=""/>
<meta name="DC.Date.availableated"lang="es" scheme="iso8601" content="2011"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="rating" content="General"/>
<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-66-2011-942-482-504-EN"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008.”/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee I" content=""Multicultural Marketing in Spain; perspectives on communications directed at immigrant population groups". The article, entitled Multicultural Marketing, emphasises the need to establish a specific approach to marketing to immigrant groups. It opens with a contextualisation of the settlement and origins of immigrants in Europe, with particular emphasis on Spain. It also explores the approach to what is called ethnic marketing and the consumer behaviour of Spain's four principal immigrant groups (Eastern Europeans, Latin americans, Africans and Asians). The authors tie it to the need to establish specific strategies for each group, in light of the distinct cultural differences. They base these differences on the classifications of academics Hall, Hofstede and Esteban, providing an interesting theoretical underpinning for this article. The case study contributes clarification and demonstrates the relevance of the theoretical approach. The authors make use of terminology applicable to the Latin American culture. For example, use is made of the SWOT analysis (an acronym of the initial letters of Strengths, Weaknesses, Opportunities, Threats). In the Spanish context, this analysis would be referred to as DAFO (Weaknesses, Threats, Strengths, Opportunities). Including both versions would not go amiss.Finally, it is necessary to state that this article is well supported and documented, and it complies with the structure of a scientific article. Its publication is recommended. .—Dra. Patricia Castellanos – UOC, Barcelona."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee II" content="This article attempts to analyse multiculturalism in Spain as a new approach for advertising and marketing. The introductory section emphasises the use, and misuse, of concepts such as ethnic, multicultural, diversity, transnational, multinational or globalisation. The reality is that the population of Europe is ageing and in fact declining. In the case of Spain, this ageing process is amplified, and that means that advertising should be increasingly addressed to younger sectors. Immigrants clearly fall into those bands, and in fact now represent 12% of the total registered Spanish population. Spain has the highest immigrant population in Europe, and is second worldwide to the United States, an important issue in how objectives are set. Based on these and other facts, the importance and need for a study of this nature is fully verified and justified. This point also demonstrates an interesting perspective on the acculturation of the immigrant population, but perhaps its adaptation to Spain would be recommended. After defining multicultural marketing, the authors focus on their own research. The employment of a dual methodology is effective, in the form of an heuristic study, and a case study. It materialises especially well in the section that enumerates and analyses the cultural differences prevalent in Spain. This article addresses Eastern European, Latin American, Asian and African immigrant groups in Spain. It also details their media consumption habits, and usage patterns and social networking on the internet. This section is considered to be of particular significance and reflects thorough and intensive research. To provide consistency and further substance to the theoretical approach, the article concludes with a case study of the detergent brand Omo (Persil). The result is considered interesting but incomplete, therefore does not sufficiently address the global aspects of this brand's advertising, and the regional adaptations. Besides, no mention is made of the brand in a Spanish context, and how it relates to multiculturalism, which is the subject of this article. In spite of this last paragraph, and in light of what has been stated previously, the publication of this article is recommended.-- Dra. Graciela Padilla – Profesora asociada – Universidad Camilo José Cela, UCJC. "/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.description.abstract" content="Abstract: Cultural differences among immigrants demand differentiated strategies from marketers. This research aims at defining multicultural marketing within national boundaries, detailing how it has been studied and succesfully implemented by leading practitioners. Two research methods are utilised in this study- the first is heuristic (since it makes use of secondary data); the second is qualitative, based on data derived from case study. This research on cultural differences shows that differences become bigger depending on the profile of that culture that integrates others. Results show that individuals do not go through their lives with just one cultural reference. On the contrary, they get in and out of different cultures. Therefore, advertising needs to focus on integrated and combined campaign."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="Keywords: Multicultural Marketing; inmigrants; Spain; case study; cultural studies."/>
<meta name="DC.identifier" LANG="en" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="" content="2011"/>
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<meta name="DC.language" content="en"/>
<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="Arroyo-Almaraz, I., Van-Wyk, C. (201 1): "Multicultural Marketing in Spain; perspectives on communications directed at immigrant population groups", at Revista Latina de Comunicación Social, 66, pages 482 to 504. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
DOI: 10.4185/RLCS-66-2011-942-482-504-EN/ CrossRef link "/>