Segment-specific ethnomarketing

International direct marketing in domestic markets
  • Diane Rinas


  • 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.


Target Group Domestic Market Customer Loyalty Market Segmentation Advertising Campaign 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2007

Authors and Affiliations

  • Diane Rinas

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