Perspective Marketing - Not just a blog title

Perspective Marketing was something that I came up with at Kellogg because ethnic or multicultural marketing seemed to make people's eyes glaze over.  Not everyone sees the upside in serving minorities in the US, so it's easy to see why a term like ethnic marketing could be overlooked.  Perspective Marketing caught their attention for at least a few minutes.

My pitch:  The perspective from which you see the world determines your preferences for products and services.  A lot goes into forming your perspective:  Gender, nationality, ethnicity, race, income level, education level, sexual preference...etc.  In a world of increasing specialization, it is possible to become enough of an expert in any of these perspectives to draw useful marketing insights that could be deployed to improve sales within the targeted segment.  After all, this more nuanced definition of segmentation will than inform the target and positioning of your efforts.

I choose to specialize in one perspective---that of Hispanics and Latinos in the United States.   I could envision a world where people specialize in other segments because Perspective Marketing is a term that is much broader than ethnic or multicultural marketing.

Multiple perspectives - which one do you see your world from?