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Ethnic marketing for Turks in Germany

Erdem, Kutay and Schmidt, Ruth A. (2008) Ethnic marketing for Turks in Germany. International journal of retail & distribution management, 36 (3). pp. 212-223. ISSN 0959-0552

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Abstract

Purpose – This paper sets out to provide an evaluation of population characteristics and historical trends for immigrant Turks within the mainstream German population with a view to informing target marketing strategies aimed at this growing and important segment. Design/methodology/approach – The paper is based on a literature review. The history of Turkish immigration into Germany from the 1960s onwards is discussed. Differences in motivation, life aims, economics potential, language skills and media use between the first and second generation are assessed and the implications for marketing and retail practice evaluated. Findings – Findings indicate significant differences between the Turkish subculture and German mainstream culture. The importance of trust as a core family value, continuing affiliation with the “homeland” the emergence of a proliferation of Turkish language media and a comparatively youthful and affluent segment profile provide an argument for the value of ethnic marketing campaigns aimed at this consumer group as well as accommodation in the retail land service sector. Research limitations/implications – The paper is secondary-source based only. Originality/value – A thorough analysis of the history and characteristics of this segment is provided to add to the English language literature on ethnic marketing.

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