The Practical Guide to Multicultural Marketing (ePub)

Natalie Rouse, was born in Sydney, Australia with Tahitian roots, is a multi-award winning, nationally recognized expert in multicultural marketing and product strategy. She brings over 20 years of multicultural marketing, operations, media and international business experience to clients both in the US and abroad. She possesses comprehensive experience and intimate working knowledge of the processes, operations and procedures prevalent in Fortune 100 companies today.

Her background includes the development of a Multicultural Marketing Division with a Fortune 50 company and during her tenure grew the business into over $1 Billion in annual revenue. Along the way, she has received over 40 national awards for multicultural marketing excellence in recognition of her strategic successes and she shares her expertise by speaking at conferences and events to inspire others to be successful.

Adriana Waterston is Senior Vice President of Insights and Strategy for Horowitz Research. A seasoned quantitative and qualitative market researcher, Adriana handles project management for select clients, and oversees all the company’s multicultural and Latino research endeavors. She has particular expertise in ethnographic research, focus group moderation, and one-on-one interviewing. Over the years, she has moderated hundreds of groups, conducted in-home ethnographic research, and designed Online Research Communities on a bevy of topics ranging from traditional and new media and entertainment consumption; programming/channel evaluation; category assessments/unmet needs; pricing and packaging; travel; advertising effectiveness; marketing communications effectiveness; customer service satisfaction; lifestyles and family dynamics; and brand/corporate image. A fully bilingual moderator and ethnographer, Adriana has particular expertise with research among Spanish-dominant, bilingual and English-oriented Latinos in addition to “general market” consumers.
Adriana is a recognized