Multiculturalism is a policy aimed at preserving and developing cultural differences within a single country and around the world, and the theory or ideology that justifies such a policy. Multiculturalism is one of the aspects of tolerance, which consists in the requirement of the parallel existence of cultures for the purpose of their mutual penetration, enrichment and development in the universal mainstream of mass culture. Multicultural marketing can be understood as a communication process aimed at different cultures and subcultures with a plurality of segments of a single consumer market. Argument of this statement is the fact that culture no longer professes the traditional values of a certain historical level of development of society, the forces and creative abilities of a person, expressed in the types and forms of organization of people's life and activities, as well as in material and spiritual values created by them, but only involves any society with its own set of beliefs, values, internal and external relations, goals and norms of behavior (which can determine traditional as well as non-traditional norms from a moral and ethical point of view, categories religious and moral). Dynamically, this phenomenon of multiculturalism and multicultural marketing affected marketing communication strategies being focused towards postmodernist values, by reorienting advertising from goods and services to consumer needs. This paper analyzes the key elements of cross-cultural issues in international marketing communication and provides a framework for creating a global vision of targeting potential consumers.

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