{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"Dr. Jake Beniflah on his new book, The Big Shift: Redefining Marketing in a Multicultural America","description":"Future growth will require that all corporations undergo\u2026 The Big Shift. The convergence of a changing demography, new technologies and a fragmented media ecosystem has transformed marketing as we know it, yet marketing to Latinos continues to lag significantly, bound by an outdated paradigm and a total market strategy that has failed to address an increasingly diverse marketplace. Join The Conference Board Chief Marketing Officer Chiqui Cartagena as she sits down with Dr. Jake Beniflah, Marketing & Communications Senior Fellow at The Conference Board and Executive Director of the Center for Multicultural Science, to discuss his new book, The Big Shift: Redefining Marketing in a Multicultural America. This book proposes the unpopular \u2013 namely that, in order to thrive, organizations must place multicultural consumers front and center of mainstream marketing and right size the traditional cultural silo. ","author_name":"Off The Shelf","author_url":"http:\/\/offtheshelf.libsyn.com\/website","html":"