Page 8 - AIMM_BookDesign2_Body_021719_v8.indd
P. 8

ORGANIZATIONAL STRUCTURE         7




               III. COMMITTEE OBJECTIVES






               In 2018, AIMM explored best practices in organizational structure and structure’s role as an
               infl uential component of Multicultural marketing success. The ANA and AIMM benchmark
               study examined obstacles to entry and optimization of Multicultural initiatives, and determined
               that structural concerns and confusion were among the barriers. The AIMM committee went
               through discovery, deep dives, and analysis in the development of this playbook, a reference
               resource designed for those marketers embarking upon or expanding strategies directed at
               engaging diverse segments.


               The objectives of the committee’s work:
   3   4   5   6   7   8   9   10   11   12   13