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Buyer personas: an introduction to psychographic segmentation

What really decides consumers to buy or not to buy is the content of your advertising, not its form. - David Ogilvy - Last week’s article gave us an insight into a McDonald’s marketing campaign implemented in 2012 that targeted minority groups and its unfortunate outcome: not only the language was not…

Category : Articles 27-01-2020 by Maria Antonietta Marino

A seat at the African-American table: how social eating connects a community

Article written by Tiffani Rozier: The dining table is a sacred space within the African American community. As with all cultures, the African American family table is a space to share, grieve, and celebrate, but upon closer inspection, you discover a more important story to tell. The practice of gathering to break…

Category : Articles 10-11-2019 by Tiffani Rozier

Food, values and entrepreneurship in diaspora communities

How a people eats is one of the most powerful ways they have to express, and preserve, their cultural identity...To make food choices more scientific is to empty them of their ethnic content and history (Michael Pollan - In Defense of Food: An Eater's Manifesto) What sort of information can we gather…

Category : Articles 06-11-2019 by Maria Antonietta Marino

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