10/22/2008 Linfield professor to discuss multicultural marketing
McMINNVILLE – A Linfield College business professor will discuss the importance of Hispanic marketing during a faculty lecture at Linfield College. Michelle Nelson, associate professor of business, will present "Multicultural Marketing: The Case of Hispanic Marketing, A Cultural Approach" on Wednesday, Nov. 12, at 7:30 p.m. in 201 Riley Hall at Linfield. Nelson's talk explores the crucial importance that Hispanic marketing has for the U.S. market. The differences between the terms Latino and Hispanic will be discussed. The cultural background and identity of the Hispanic segment, made up of people coming from many different Spanish-speaking countries, provides enough communality for marketers to develop approaches that are different from their mainstream marketing. Nelson will discuss the importance of understanding and appreciating this segment and provide examples of the growing influence of Latinos on U.S. tastes and consumption patterns. Nelson has conducted research in the areas of culture and acculturation of immigrants. She said she's particularly interested in how businesses market to immigrants adjusting to a new culture, products and brands. "The current and projected growth of the Hispanic segment is an important trend," she said. "According to the Census Bureau, the estimated population of Hispanics in the U.S. was 45.5 million as of 2007, making people of Hispanic origin the largest ethnic minority and also the fastest growing. It's a segment that companies can't ignore." Nelson holds a bachelor's degree from the University of Bonn in Germany, and an MBA with a focus on international business and a Ph.D. in marketing from Washington State University. Her research interests include multicultural marketing, entrepreneurial behavior and direct marketing by entrepreneurs. The lecture is free and open to the public. The Linfield College faculty lecture series offers one presentation each month by a member of the Linfield faculty. For more information, call 503-883-2409.