Korzennys keep FSU in forefront of multicultural marketing
The husband-wife team of Drs. Felipe and Betty Ann Korzenny continues to keep FSU’s Department of Communication in the forefront of the multi-cultural national marketing scene with their speaking engagements.
Dr. Betty Ann travels to Pennsylvania Oct. 10 to speak to a pharmaceutical company on the Hispanic market as it pertains to health issues. Meantime Dr. Felipe is delivering keynote addresses at the National Hispanic Corporate Council Meeting in Arkansas and at the 13th Annual Multicultural Marketing Omnibus of the Strategic Research Institute in Atlanta.
His remarks both places will include some of the data in his recently published document, The Multicultural Marketing Equation: Media, Attitudes, Brands and Spending.
The findings in his research reinforce the need for specialized strategies for non-Hispanic Whites, Hispanics, Asians and African Americans when brands want to connect with these consumer groups.
Professor Korzenny is excited about the results of the study which sampled AOL’s almost 20 million members. The Multicultural Marketing Equation is a nationally important document that redefines specialized marketing in the face of the nation’s rapidly changing cultural makeup.
“The rising number and buying power of Asians, Hispanics and African Americans in the United States means groups once related to the cultural periphery now wield a great deal of influence on the culture and economy of the United States, Korzenny said.”
The document is available for downloading on the Department of Communication’s web site at hmc.comm.fsu.edu.
The Korzennys not only do research but in their classes pass their acquired expertise on to FSU’s Department of Communication students.