Data/hora: 11/06/2024 13:56:31

Provedor de dados: | 31
País: | United States
Título: | Ethnic marketing possibilities and its ethics issues
Autores: | Sas,   Annamaria; Kozma,   Agota.
Data: | 2009-12-20
Ano: | 2009
Palavras-chave: | Ethnic marketing; Ethics; Identity; Segmentation.; Marketing; M31.
Resumo: | This paper focuses on the possibilities of ethnic marketing and its ethic connections. The differences found in our face-to-face interviews and analysing questionnaire data will provide opportunities for Hungarian small enterprises. Targeting ethnic groups for marketing purposes results in ethical difficulties. In Hungary, ethnic marketing is yet an inexperienced concept. Based on these ideas the authors examine the ins and outs of using ethnic marketing in case of Germans in Hungary. Consumers with German ethnic attitude really want German products and brands. At the same time, enterprises have to emphasise the products’ “Germanness” and character in a better/stronger way because this can help for  better consumer  decision making.
Tipo: | Journal Article
Idioma: | Inglês

Identificador:

ISSN 1804-0519 (Print) ISSN 1804-0527 (Online)

http://purl.umn.edu/94591

Relação: | Perspectives of Innovations, Economics and Business&gt;Volume 03, 2009
Formato: | 3