quality:corruption
History

Multicultural marketing did not increase in general society until the late 1960s where the potential of the ethnic market was first addressed. (Rugimbana & Nwankwo, 2003). Since then, multicultural marketing has slowly developed and the 1990s hit a peak when businesses began to recognize the value of targeting the ethnic market. Large companies such as Coca-Cola have invested in a multicultural marketing scheme, after realizing the potential of the ethnic market for the growth of their business. (Rugimbana & Nwankwo, 2003).