Essays about: "Multicultural marketing"

Showing result 1 - 5 of 8 essays containing the words Multicultural marketing.

1. 1. To what extent does ethnic marketing theories apply to multi-ethnic consumers? : A qualitative study examining the impact of the consumer acculturation process on ethnic marketing within a multi-ethnic country (Sweden)

   University essay from Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO); Linnéuniversitetet/Institutionen för organisation och entreprenörskap (OE); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för nationalekonomi och statistik (NS)

   Author : Albin Hedstål; Ranim Chihabi; Eddy Nganji; [2022]
   Keywords : Business administration; International Business;

   Abstract : Ethnic marketing highlights the significance of ethnic and cultural influence on the perception of the advertisement by the end customer. Ethnic marketing has existed for a long time, companies worldwide have been trying to excel at implementing ethnic marketing in an effort to target ethnic minorities. READ MORE

3. 2. Internal Marketing Communication : Alpha, a Machinery Business

   University essay from Karlstads universitet

   Author : Hanna Sloberg; Sara Nilsson; [2019]
   Keywords : Internal Marketing Communication; Internal Marketing; Internal Communication; Internal Marketing Strategy; Internal Corporate Communication; Internal Customers; Employee Loyalty; Social Capital; Commitment; Trust; Associability; Finland; China; Sweden; Italy; The U.S.; Canada.;

   Abstract : The aim of this study is to investigate the effectiveness of the internal communication, as a dimension of internal marketing, in a global multicultural company. The study was based on a conceptual model that is a miscellany of theoretical concepts of how to create effective internal marketing communication for global organizations. READ MORE

4. 3. Do we want to see the whole picture? - A study of multicultural portrayals in advertising, extended effects and the cultural context

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Oscar Theblin; Rebecca Aflaki; [2017]
   Keywords : Cultural cues; Congruity theory; Empathy; Extended advertising effects; Multicultural advertising;

   Abstract : Over the last decades, globalization has driven demographic change in societies around the world. This shift demand marketers' attention in assessing the implications that may follow from a more ethnically diverse marketplace. READ MORE

5. 4. Non-stereotypical advertising - Everyone's included?

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Emma Holmberg; Melinda Holm; [2017]
   Keywords : Postcolonialism; stereotypes; semiotic resources; intersectional awareness; non-stereotypical advertising; Social Sciences;

   Abstract : The study aims to problematize the new marketing trend of non-stereotypical advertising from a postcolonial perspective and to contribute with knowledge on how Western power structures influence non-stereotypical advertising. Much of the research on the topic of advertising has focused on its effectiveness. READ MORE

6. 5. Dimensions of Transcultural and Multicultural Marketing Campaigns

   University essay from Södertörns högskola/Institutionen för samhällsvetenskaper

   Author : Hiller Oscar; Katsavria Charikleia; [2017]
   Keywords : Transcultural marketing; Multicultural marketing; Social media; Social media selection;

   Abstract : Marketers attempting to please a large part of the population in order to gain more customers, already have a demanding job. However, things get even more complicated when the population consists of a variety of cultures, such as in Sweden. READ MORE