Page 6 - AIMM_BookDesign2_Body_021719_v8.indd
P. 6

ORGANIZATIONAL STRUCTURE         5





               it came to Multicultural marketing. They determined that addressing structural disparities
               was essential.

               Procter & Gamble’s Chief Brand Offi cer and ANA Board Chairman Marc Pritchard hit the nail
               on the head with this simple statement: “If you are not doing Multicultural marketing today,
               then you’re not doing marketing.” Still, too many marketers are stopping short of their full
               potential because their structures are outdated, ineffective, or non-existent. They either don’t
               include Multicultural marketing or they take a tactical approach instead of making a strategic
               and structural commitment, thus leaving business potential on the table.


               AIMM’s proprietary research concluded that there are four primary structures most
               commonly employed by organizations tapping into Multicultural marketing as an engine for
               growth. These four structures, which will be explained in detail in Section IV, are Dedicated,
               Center of Excellence, Integrated, and Hybrid.









                                             PRIMARY STRUCTURES













                           DEDICATED             CENTER OF  EXCELLENCE     INTEGRATED              HYBRID
   1   2   3   4   5   6   7   8   9   10   11