Ethnic marketing possibilities and its ethics issues

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.


Subject(s):
Issue Date:
Dec 20 2009
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN 1804-0519 (Print) ISSN 1804-0527 (Online) (Other)
PURL Identifier:
http://purl.umn.edu/94591
Published in:
Perspectives of Innovations, Economics, and Business
Volume 03
Page range:
95-97
Total Pages:
3
JEL Codes:
M31




 Record created 2017-04-01, last modified 2017-08-25

Fulltext:
Download fulltext
PDF

Rate this document:

Rate this document:
1
2
3
 
(Not yet reviewed)