Marketing to multicultural audiences  - Ethnic marketing for Turks in the German automotive and telecommunications industries

Szillat, Patrick; Betov, Alexander

MARKETING TO MULTICULTURAL AUDIENCES - ETHNIC MARKETING FOR TURKS IN THE GERMAN AUTOMOTIVE AND TELECOMMUNICATIONS INDUSTRIES

PATRICK SZILLAT, ALEXANDER BETOV

Abstract:

Purpose – This research paper sheds light on the chances and risks for German enterprises aiming to penetrate the sub-culture of the Turkish population in Germany. Design/methodology/approach – The research paper is based on secondary sources. Both the terminology and the history of ethnic marketing are defined. The potential of Turks in Germany as a target group is analyzed and the best course of action of how to penetrate this group is proposed. Furthermore, the authors give insights into the immigration of Turkish citizens to Germany and the cultural differences resulting from these circumstances. In addition, media use and recommendations for operative marketing and retail practice are given. Outcome and Conclusions – The conclusions show distinct differences with regard to the Turkish and German target group with a focus on cultural aspects. These differences hold major pitfalls for German enterprises targeting the Turkish citizens using operative marketing tools related to sub-cultural patterns.

Keywords:
ethnic marketing, ethnic groups, multicultural targeting, glocalization, Germany, Turkey

DOI: 10.20472/BM.2015.3.2.006

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APA citation:
PATRICK SZILLAT, ALEXANDER BETOV (2015). Marketing to multicultural audiences - Ethnic marketing for Turks in the German automotive and telecommunications industries. International Journal of Business and Management, Vol. III(2), pp. 85-95. , DOI: 10.20472/BM.2015.3.2.006