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Ethnic marketing possibilities and its ethics issues



    (Department of Applied Economics University of Pannonia, Hungary)


    (Department of Applied Economics University of Pannonia, Hungary)


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.

Suggested Citation

  • Annamaria Sas, & Agota Kozma, 2009. "Ethnic marketing possibilities and its ethics issues," Perspectives of Innovation in Economics and Business (PIEB), Prague Development Center, vol. 3(3), pages 95-97.
  • Handle: RePEc:pdc:jrpieb:v:3:y:2009:i:3:p:95-97

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    References listed on IDEAS

    1. Ozun, Alper & Cifter, Atilla, 2007. "Portfolio Value-at-Risk with Time-Varying Copula: Evidence from the Americas," MPRA Paper 2711, University Library of Munich, Germany.
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    More about this item


    Ethnic marketing; ethics; identity; segmentation.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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