Ethno-Marketing by Thomas H. Musiolik - Bookswagon
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Ethno-Marketing

Ethno-Marketing


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About the Book

Die deutsche Bevölkerung befindet im Wandel. Dies ist einerseits durch den Rückgang der Geburtenrate und andererseits durch die stetig wachsende Lebenserwartung der Menschen begründet. Dies bedeutet, dass die Altersklasse der Konsumenten, die zum jetzigen Zeitpunkt 20 bis 40 Jahre alt sind, wegfallen wird. Es wird von einem Rückgang und einer Überalterung der deutschen Gesellschaft ausgegangen. Ohne die Zuwanderung von vor allem jungen qualifizierten Arbeitskräften wird Deutschland gegenüber den anderen Ländern kaum konkurrenzfähig bleiben können. Somit wird es für die Unternehmen immer wichtiger werden, neue Zielgruppen zu erschließen. Von großer Bedeutung kann hierbei die Rolle der hier lebenden Ausländer sein. Seit den 1950er Jahren und dem ersten Anwerbeabkommen 1955 leben vermehrt ausländische Gastarbeiter mit ihren Familien in Deutschland. Sie arbeiten, zahlen auch in die öffentlichen Kassen ein und konsumieren. Der Konsum wird von zahlreichen Unternehmen bis heute noch unterschätzt, er stellt aber ein enormes Potenzial für die Unternehmen in Deutschland dar. Immer mehr richtet sich daher das Augenmerk der deutschen Unternehmen auf die jährlich wachsende Kaufkraft der ethnischen Minderheiten. Trotz der Tatsache, dass das Ethno-Marketing seit geraumer Zeit an Bedeutung gewinnt, wird das Ethno-Marketing von vielen Unternehmen skeptisch betrachtet. Daher gilt es in diesem Buch, das Ethno-Marketing als Teilgebiet des Marketings darzustellen und die Entwicklung des Ethno-Marketings in Deutschland aufzuzeigen. Im Hinblick auf die bestehenden Meinungsverschiedenheiten und die zahlreichen Ansichten über Ethno-Marketing und ethnische Minderheiten wird untersucht, ob das Betreiben des Ethno-Marketings zu einem Imageverlust für Unternehmen führen kann und wie es sich in Zukunft in Deutschland entwickeln wird.
About the Author: Thomas H. Musiolik, Dipl.-Betriebswirt (VWA) und Marketing- und Vertriebs-Ökonom (VWA), wurde 1980 in Groß Strehlitz/Polen geboren. Nach seinem Studium zum Marketing- und Vertriebs-Ökonom (VWA) entschied sich der Autor seine fachlichen Qualifikationen im Bereich der Betriebswirtschaft durch ein weiteres Studium zum Dipl.-Betriebswirt auszubauen. Das Betriebswirtschaft Studium schloss er 2009 erfolgreich ab. Derzeit befindet er sich in einem weiteren Studium zum Bachelor of Business Administration. Während seiner Selbständigkeit in der Werbebranche sammelte der Autor bereits erste Erfahrungen auf dem Gebiet des Ethno-Marketings.


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Product Details
  • ISBN-13: 9783836685252
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 181 gr
  • ISBN-10: 3836685256
  • Publisher Date: 24 Feb 2010
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Werbezielgruppen in Der Multikulturellen Gesellschaft
  • Width: 148 mm


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