Australia's multicultural society presents challenges and opportunities for
marketers. This article presents a framework for analyzing multicultural m
arketing in terms of the interrelations among three types of factors, that
is, the multicultural marketplace in Australia, international markets, and
the multicultural resources that exist in Australia. The authors argue that
Australia's cultural diversity, as well as that of other multicultural soc
ieties, is a valuable resource for recognizing and responding to the opport
unities presented in international markets. Several case studies are used t
o illustrate the ways in which opportunities in the domestic and internatio
nal marketplace can arise and be responded to as a result of the multicultu
ral dimensions of a society. The cases are drawn from winning entries in th
e annual Australian Multicultural Marketing Awards. Although developed in t
erms of Australian society, the ideas are relevant to all culturally hetero
geneous societies.