Ethic in Ethnic Marketing
Ethic in Ethnic Marketing

Summary/Abstract: This paper focuses on the possibilities of ethnic marketing and its ethic connections in the case of the German minority in Hungary. Using face-to-face interviews with sociologists, minority researchers and minority members, and analysing questionnaire data, we conclude that despite cohabitation over a long time, Germans hasn’t assimilated completely. The differences found in our research will provide new opportunities for Hungarian small enterprises to survive and prosper in the present and future growth. But identifying and targeting ethnic groups for marketing purposes results in ethical difficulties, especially in a multicultural society consisting of a dominant group and also significant minority ethnic groups. In Hungary, ethnic marketing is an inexperienced way, and we don’t know much about what is available, where and for how much. In addition, distinction can be invidious for Germans, because of discrimination and the post World War II resettlement experience. Based on these ideas we examine the ins and outs of using ethnic marketing in case of Germans in Hungary

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