Download or read book Ethnic Marketing in Germany written by Ekaterini Dimitrakudi and published by GRIN Verlag. This book was released on 2017-06-02 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, California State University, Fullerton, language: English, abstract: The development of Germany into a multicultural society represents important challenges that arise in the most diverse areas of the joint life. The actuality of this topic is evident in the numerous discussions, which are guided from the perspective of the respective area. So areas such as e.g. politics, pedagogy or working life with the changes that ethnic diversity brings with it. This economic area is seeing the importance and potential of a multicultural society. From this understanding, a new branch of marketing developed which is specifically oriented on ethnic groups – called Ethnic Marketing. While the phenomenon of Ethnic Marketing has become an integral part of entrepreneurial trade and thinking in the USA, Great Britain and the Netherlands, the development lags behind in Germany. Only a few companies recognized the importance of ethnical groups as a the target group, while most companies are afraid of using it. For this reason, it is the task of the marketing to manifest the trend and to develop the concept of Ethnic Marketing and especially to provide the companies with clear examples on how to use it. The aim of this work is to provide an overview of the two largest ethnic minorities in Germany and to highlight the marketing potential of these target groups.

Download or read book Ethnic Marketing for Turks in Germany Influences on the attitude towards Ethnic Marketing written by Kutay Erdem and published by GRIN Verlag. This book was released on 2007-01-21 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Manchester Metropolitan University Business School, language: English, abstract: This master dissertation analyses the Turkish population in Germany and its attitude towards ethnic marketing. The Turkish population in Germany has special characteristics which are different from the mainstream German society as e.g. their language, culture and religion. However, the Turkish population in Germany cannot be characterised as one group. Different generations within this group show different characteristics and habits and therefore need to be evaluated solely. Consequently, it is important to know which generation of the Turks a company wants to appeal to with an ethnic marketing campaign. As ethnic marketing is the ideal way to appeal to those people of an ethnic minority who are connected to their culture, language and ethnic identity, the first generation Turks were analysed as being the most ideal target group among the Turks in Germany. The primary research showed that ethnic marketing is seen as rather positive by the first and second generation. Nonetheless, a closer analysis indicates that because of the different classifications of both generations into acculturation levels, where the second generation shows a higher affinity to acculturation, the first generation has a quite more positive view of ethnic marketing. A further research emphasises the differences among the Turkish society with the analysis of the ethnic identity of the Turkish population in Germany and the different attitudes towards ethnic marketing, which arise due to differing strengths of ethnic identity.This analysis indicated that the Turks in Germany can be classified as having mostly a strong ethnic identity. Moreover, the correlation between the strength of ethnic identity and the attitude towards ethnic marketing can be stated as being positive. This emphasises the fact that those people who feel more connected to their ethnic identity have a much more positive view about ethnic marketing. However,a correlation between the ethnic identity and the acculturation progress is not evident as a strong ethnic identity is viable among all acculturation levels.This phenomenon indicates that regardless the development of the acculturation process it can be stated that the Turks in Germany are a group which has a strong connection to its ethnic identity. Overall, ethnic marketing is a good tool to appeal to the Turkish ethnic minority; however, a well thought-through plan regarding the choice of the desired target group is essential.

Download or read book Ethnic Marketing written by Guilherme D. Pires and published by Routledge. This book was released on 2018-12-17 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.

Download or read book Marketing in a Multicultural World written by Janeen Arnold Costa and published by SAGE Publications, Incorporated. This book was released on 1995-04-05 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global trends in emerging ethnicity - and also in global marketing - make this an especially timely book. Marketing in a Multicultural World is the perfect volume for scholars, students, and professionals in marketing and race and ethnic studies.

Download or read book The Routledge Companion to Ethnic Marketing written by Ahmad Jamal and published by Routledge. This book was released on 2015-06-19 with total page 539 pages. Available in PDF, EPUB and Kindle. Book excerpt: The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace and a problem that the world's most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace. To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues. The result is a solid framework and a comprehensive reference point for consumer researchers, students, and practitioners.

Download or read book Marketing Identities written by David A. Brenner and published by Wayne State University Press. This book was released on 1998 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Identities analyzes how Ost und West (East and West), the first Jewish magazine (1901-1923) published in Berlin by westernized Jews originally from Eastern Europe, promoted ethnic identity to Jewish audiences in Germany and throughout the world. Using sophisticated techniques of modern marketing, such as stereotyping, the editors of this highly successful journal attempted to forge a minority consciousness. Marketing Identities is thus about the beginnings of "ethnicity" as we know it in the late twentieth century. An interdisciplinary study, Marketing Identities illuminates present-day discussions in Europe and the Americas regarding the experience and self-understanding of minority groups and combines media and cultural studies with German and Jewish history.

Download or read book Ethnic Marketing written by Guilherme Pires and published by Routledge. This book was released on 2014-12-05 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: A globalization process epitomised by historically large cross-border population movements with rapidly improving networking and communication technologies, has resulted in the growth of ethnic diversity across newly industrialised economies. Instead of adapting to a dominant, host country culture, many ethnic minorities seek to preserve their identities, both as diasporic communities and within their adopted countries. For marketers it has been recognised as crucial to understand the unique needs of these individuals and to develop superior marketing strategies that meet their preferences. Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of individual ethnic communities and a guide to marketing to these communities within various countries. Since the publication of Pires' and Stanton's 2005 book there has been continuing changes in the political, social and economic environment in many countries which have growing ethnic minorities. Incorporating new research across disciplines on the marketing relevance of ethnic minorities, this book also integrates contributions and excerpts from in-depth interviews conducted with leading marketing experts, whose views and insights stimulate discussion and result in in an invaluable guide to best practice in ethnic marketing across the world, plus expert insights into the future of this dynamic area. This is an excellent resource for researchers and advanced marketing students taking both postgraduate and undergraduate courses in marketing management or strategy, as well as government, marketing practitioners and businesses seeking ways to reach ethnic communities.

Download or read book Islam and Muslims in Germany written by Ala Al-Hamarneh and published by BRILL. This book was released on 2008-01-01 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the European discourse of post 9/11 reality, concepts such as a oeMulticulturalisma, a oeIntegrationa and a oeEuropean Islama are becoming more and more topical. The empirically- based contributions in this volume aim to reflect the variety of current Muslim social practices and life-worlds in Germany. The volume goes beyond the fragmented methods of minority case studies and the monolithic view of Muslims as portrayed by mass media to present fresh theoretical approaches and in-depth analyses of a rich mosaic of communities, cultures and social practices. Issues of politics, religion, society, economics, media, art, literature, law and gender are addressed. The result is a vibrant state-of-the-art publication of studies of real-life communities and individuals.

Download or read book Marketing Identities written by David A. Brenner and published by . This book was released on 2017-12-30 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: A study of the first Jewish magazine to explore ethnic identity in early twentieth-century Germany.

Download or read book German Turkish Perspectives on IT and Innovation Management written by Fehim Bakırcı and published by Springer. This book was released on 2017-12-21 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes papers presented at the 2nd Economic forum: German-Turkish perspectives on IT and Innovation Management at the FOM in Munich, organized by the FOM University of Applied Sciences and Atatürk University Erzurum. Patron of the conference was Prof. Dr. Johanna Wanka, Federal Minister for Education and Research. To mark the German-Turkish year of science, both countries picked out global and societal challenges as a central theme and explored solution strategies as well as their implementation in new technologies and innovations. The papers discuss the effects of new technologies and innovations from different perspectives – from IT management, banking and finance to the special challenges of SMEs.

Download or read book Longing Belonging and the Making of Jewish Consumer Culture written by Gideon Reuveni and published by BRILL. This book was released on 2010 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Institute of Jewish Studies, founded in 1954 by the late Alexander Altmann, is dedicated to the promotion of all aspects of scholarship in Jewish Studies and related fields. Its programmes include public lectures, seminars, and annual conferences. All lectures and conferences are open to the general public. Jewish history has been extensively studied from social, political, religious, and intellectual perspectives, but the history of Jewish consumption and leisure has largely been ignored. The hitherto neglect of scholarship on Jewish consumer culture arises from the tendency within Jewish studies to chronicle the production of high culture and entrepreneurship. Yet consumerism played a central role in Jewish life. This volume is the first of its kind to deal with the topic of Jewish consumer culture. It gives new insights on Jewish belongings and longings and provides multiple readings of Jewish consumer culture as a vehicle of integration and identity in modern times

Download or read book Seeing Culture Everywhere written by Joana Breidenbach and published by University of Washington Press. This book was released on 2011-07-01 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's world is shaped by an obsession with cultural difference that penetrates everyday life and matters of state in unprecedented ways. Culture and cultural difference are commonly used to explain everything that's in the news - from wars to economic development and consumer behavior. This fuels the belief that our world is shaped by clashing cultures, a view that is counterproductive when it assumes falsely that culture is a timeless container that traps nations and ethnic groups. Seeing Culture Everywhere challenges the misguided and dangerous global obsession with cultural difference and directly critiques the popular notion that world affairs are determined by essential civilizations with immutable and conflicting cultures. The book offers an alternative view of a world in which cultural mixing, not isolation, is the norm, but where several historical trends have come together at the beginning of the twenty-first century to produce the current wave of "culture think." Brimming with concrete examples that move from genocide in Rwanda to schools in Berlin, from the Chrysler boardroom to the war in Iraq, it contemplates how ethnic identity can be mobilized in the service of all kinds of goals - violent or nonviolent, laudable or despicable - and the unintended effects such mobilization invariably produces. The authors suggest ways to remain sensitive to the cultural impacts of policies and decisions without falling into the traps of determinism, essentialism, and misrepresentation. Seeing Culture Everywhere will be useful in the fields of anthropology, law, intercultural communication, and international relations, as well as for general readers interested in ethnicity and travel.

Download or read book Diversity in European Marketing written by Thomas Rudolph and published by Springer Science & Business Media. This book was released on 2012-03-09 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.

Download or read book Names and Naming written by Oliviu Felecan and published by Springer Nature. This book was released on 2021-08-19 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited book examines names and naming policies, trends and practices in a variety of multicultural contexts across America, Europe, Africa and Asia. In the first part of the book, the authors take theoretical and practical approaches to the study of names and naming in these settings, exploring legal, societal, political and other factors. In the second part of the book, the authors explore ways in which names mirror and contribute to the construction of identity in areas defined by multiculturalism. The book takes an interdisciplinary approach to onomastics, and it will be of interest to scholars working across a number of fields, including linguistics, sociology, anthropology, politics, geography, history, religion and cultural studies.

Download or read book Ethnicity Migration and Enterprise written by P. Panayiotopoulos and published by Springer. This book was released on 2010-09-17 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the development of enterprise among key migrant groups in Europe and the United States. It argues that the development of 'ethnic economies' provides the material basis for alternative models of social integration, such as multiculturalism 'from below', which are critical of mainstream assimilationist thinking.

Download or read book Turkish German Cinema in the New Millennium written by Sabine Hake and published by Berghahn Books. This book was released on 2012-10-01 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the last five years of the twentieth century, films by the second and third generation of the so-called German guest workers exploded onto the German film landscape. Self-confident, articulate, and dynamic, these films situate themselves in the global exchange of cinematic images, citing and rewriting American gangster narratives, Kung Fu action films, and paralleling other emergent European minority cinemas. This, the first book-length study on the topic, will function as an introduction to this emergent and growing cinema and offer a survey of important films and directors of the last two decades. In addition, it intervenes in the theoretical debates about Turkish German culture by engaging with different methodological approaches that originate in film studies.

Download or read book Migrant Media written by Kira Kosnick and published by Indiana University Press. This book was released on 2007-12-12 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study of media and migrant communities in Germany’s capital city is a “model of clarity and rigor in its arguments” (Martin Stokes, University of Chicago). In this innovative and thought-provoking study, Kira Kosnick explores the landscape of Turkish-language broadcasting in Berlin. From twenty-four-hour radio broadcasting in Turkish to programming on Germany’s national public broadcasting and local public access channels, Germany’s largest immigrant minority has made its presence felt in German media. Satellite dishes have appeared in migrant neighborhoods all over the city, giving viewers access to Kurdish channels and broadcasts from Turkey. Kosnick draws on interviews with producers, her own participation in production work, and analysis of programs to elaborate a new approach to “migrant media” in relation to the larger cultural and political spaces through which immigrant life is imagined and created.