A recent article in Ad Age, “Consumer Chasm: Distance widening between consumer types,” put forth an interesting notion regarding the growing importance of consumer segmentation in the corporate organizational structure:

“The emergence of the title of chief marketing officer elevated the marketing function to a level of importance equal to that of finance and the chief financial officer. Within the C-suite, we may see the creation of a new position under the CMO: consumer-segments communicator.

That person will be the one who keeps everyone in the firm up to speed on the different and fast-changing channels through which each segment of consumers can be most efficiently reached, queried and persuaded.”


Why is this particularly of interest to multicultural marketers? Because it is the encapsulation of the debate on whether separate infrastructures (strategies, departments, and agencies) are required to effectively reach the two lnd ...