Jelena Krolo
Broschiertes Buch

Diversity Marketing. The fine line between tapping new customer segments and compromising brand image

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Bachelor Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Münster (MCM), language: English, abstract: This work¿s purpose and contribution is not only to display the positive and negative effects of various diversity marketing strategies but also to point out other ways to tap diversity-based customer segments which have been mostly neglected by researchers. Diversity marketing is a marketing strategy targeting diversity-based customer segments and deviating from the ¿traditional¿ target market (e.g. caucasian a...