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TOTAL MARKET BENCHMARK RESEARCH
Recently, marketers have been experimenting with how best to approach the “total market” to realize synergy and efficiency in programs aimed at the general market and diverse segments. AHAA: The Voice of Hispanic Marketing is conducting benchmark research on the total market approach and how companies are executing it, asking questions such as: are you currently executing a total market strategy in your marketing efforts? Why or why not? What does -total market- mean to you? Have your efforts been successful? Importantly, this is not solely a Hispanic survey: it also includes African-American and Asian respondents. The results will be broad and inclusive and help shape the total market industry standard.