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Vielfalt zeigen. Diversity Marketing in der Werbung mit dem Fokus auf ethnische Vielfalt

Vielfalt zeigen. Diversity Marketing in der Werbung mit dem Fokus auf ethnische Vielfalt

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,5, Hochschule Pforzheim, Veranstaltung: Marketingkommunikation, Sprache: Deutsch, Abstract: Demographischer Wandel, ethnisch-kulturelle Vielfalt, veränderte Geschlechterrollen, differenzierte Lebensstile sowie Wertewandel und Individualisierung entwickeln sich in Deutschland zunehmend weiter und führen zu einer personellen Vielfalt im Gesamtmarkt. Mit diesen Entwicklungen verändern und vermischen sich Marktsegmente und bilden ebenso Nährboden für Neue. Mittels Diversity Marketing können neue Ansätze geschaffen werden, die die Vielfalt der Kunden gezielt berücksichtigt und so den Markt vollständig abdeckt. Bisher wird Diversity Marketing in Deutschland kaum umgesetzt. Wird beispielsweise die Diversity Dimension ethnischer Minderheit herangezogen, sind in der Werbung nur wenige Praxisbeispiele vorzufinden. Dabei liegt der Anteil der ethnischen Bevölkerung in Deutschland bei 20 Prozent - Tendenz steigend. Angesichts der Migrationsentwicklung entsteht zunehmend eine Notwendigkeit zur Änderung der werblichen Kommunikation. Demzufolge sollte die Präsenz der ethnischen Vielfalt in der Werbung eine Normalität werden. Doch wie kann die ethnische Minderheit in die Kommunikationsmaßnahmen einbezogen werden und welche Potenziale sind damit verbunden? Hierfür stellt sich die Frage, welche Faktoren für die Umsetzung von Diversity Marketing entscheidend sind und in wie weit die Werbung angepasst werden sollte. Darüber hinaus ist zu klären, welche Herausforderungen dabei entstehen können. Die vorliegende Ausarbeitung beschäftigt sich mit Diversity Marketing und dem Schwerpunkt der ethnischen Minderheit in der Werbung.


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Product Details
  • ISBN-13: 9783656972648
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3656972648
  • Publisher Date: 08 Jun 2015
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Weight: 149 gr


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