ETHNOMARKETING AND TRIBAL MARKETING – GENERAL ISSUES

Angelica-Nicoleta Neculaesei

CrossCultural Management Journal, 2017, issue 2, 121-127

Abstract: Ethnomarketing and tribal marketing can be regarded as subdivisions of intercultural management. This is the perspective intended to be analyzed in the proposed study, by valuing cultural specificity features that can support the effort of adaptation to a group that can be described by common features. The aim is to provide a general theoretical framework and proposals to adapt the marketing mix to a certain ethnic or "tribal" profile, in order to increase the company's performance.

Keywords: Intercultural management; Marketing; Culture; Ethnomarketing; Tribal marketing (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://seaopenresearch.eu/Journals/articles/CMJ2017_I2_5.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cmj:journl:y:2017:i:2:p:121-127

Access Statistics for this article

CrossCultural Management Journal is currently edited by Fundația Română pentru Inteligența Afacerii

More articles in CrossCultural Management Journal from Fundația Română pentru Inteligența Afacerii, Editorial Department
Bibliographic data for series maintained by Serghie Dan ().