Perspectives: Multicultural marketing in Australia: Synergy in diversity

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.