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Ethnomarketing And Tribal Marketing – General Issues

Author

Listed:
  • Angelica-Nicoleta NECULAESEI (ONEA)

    (Alexandru Ioan Cuza University of Iasi)

Abstract

Ethnomarketing and tribal marketing can be regarded as subdivisions of intercultural management. This is the perspective intended to be analyzed in the proposed study, by valuing cultural specificity features that can support the effort of adaptation to a group that can be described by common features. The aim is to provide a general theoretical framework and proposals to adapt the marketing mix to a certain ethnic or "tribal" profile, in order to increase the company's performance.

Suggested Citation

  • Angelica-Nicoleta NECULAESEI (ONEA), 2017. "Ethnomarketing And Tribal Marketing – General Issues," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 121-127, December.
    • Handle: RePEc:cmj:journl:y:2017:i:2:p:121-127
    as

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    References listed on IDEAS

    as
    1. Bernard Cova & Veronique Cova, 2002. "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing," Post-Print hal-01822665, HAL.
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