International Direct Marketing
2007, Chapter 2:, 99-113, DOI: 10.1007/978-3-540-39632-1_6

Segment-specific ethnomarketing
International direct marketing in domestic markets

Diane Rinas

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Abstract

–  The Turkish population in Germany represents an interesting target group that has barely been addressed as yet on a needs-oriented or consumer-specific basis. It is effectively a “market within a market”.
–  Use of ethnomarketing could develop this potential. Doing so will allow for clear parallels to be drawn between intercultural marketing inside domestic markets and cross-border advertising campaigns.
–  Carefully planned market segmentation is essential to effectively address international target groups inside the domestic market. For this reason, the entire heterogeneous market is divided into several more homogeneous submarkets. This allows for specifically addressing each target group using direct marketing tools.
–  With the help of a case study it will be demonstrated how Deutsche Post developed a target group-oriented direct marketing solution for ethnomarketing in Germany.

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