Advanced Search
MyIDEAS: Login

Ethnic marketing possibilities and its ethics issues

Contents:

Author Info

  • ANNAMARIA SAS,

    (Department of Applied Economics University of Pannonia, Hungary)

  • AGOTA KOZMA

    (Department of Applied Economics University of Pannonia, Hungary)

Registered author(s):

    Abstract

    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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://academicpublishingplatforms.com/downloads/pdfs/pieb/volume3/201202040104_30_V3_HUNGARY_PIEB_AnnamariaSas_AgotaKozma_AGR.pdf
    Download Restriction: no

    File URL: http://academicpublishingplatforms.com/article.php?journal=PIEB&number=3&article=72
    Download Restriction: no

    Bibliographic Info

    Article provided by Prague Development Center in its journal Perspectives of Innovation in Economics and Business (PIEB).

    Volume (Year): 3 (2009)
    Issue (Month): 3 ()
    Pages: 95-97

    as in new window
    Handle: RePEc:pdc:jrpieb:v:3:y:2009:i:3:p:95-97

    Contact details of provider:
    Web page: http://academicpublishingplatforms.com/journal.php?journal=PIEB
    More information through EDIRC

    Related research

    Keywords: Ethnic marketing; ethics; identity; segmentation.;

    Find related papers by JEL classification:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:pdc:jrpieb:v:3:y:2009:i:3:p:95-97. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Jaroslav Holecek).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.