Multicultural marketing, the practice of integrated marketing strategies and tactics for products and services that are race- and ethnic-neutral and agnostic to sexual orientation, has become a conventional marketing strategy. Over the years, multicultural marketing has become less of a niche tactic and more mainstream. The conventionalization of multicultural marketing has presented marketers with challenges on how to execute an optimal strategy to target diverse consumers by proffering strategic terminology with vague conceptualization, such as cross-cultural marketing, as well as the total market approach to multicultural marketing. A sample of marketing practitioners was queried on their multicultural marketing practices. Leveraging the theory of the Resourced-Based View of the Firm. An empirical model identifying the meaningful and measurable constructs within an organization that can predict multicultural marketing success was hypothesized. The model defines and operationalizes the constructs of Diversity Avouchment and the Total Market strategic approach to multicultural marketing. Findings demonstrate that through greater Diversity Avouchment and the implementation of a Total Market strategy, organizations have: higher financial and strategic performance, more effective advertising, and have the creative latitude to develop culturally-relevant marketing communications. This quantitative model makes a contribution to the marketing literature in the much-understudied area of marketplace diversity.