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    Ethno-marketing und die gesellschaftlichen auswirkungen
    (Türk-Alman Üniversitesi, 2019) Scharhag, Maria Klara; Scheffer, Joerg
    Main topic of this study is target group marketing based on ethnic market segmentation criteria. Focus lies hereby on the target group of the so-called “German-Turks” in Germany. Ethnic-marketing describes the strategic orientation in marketing activities towards an ethnic group which constitutes as a group inside a general market. Aim of this study was firstly to give an overview over the two opposing positions which can be identified inside the field of ethnic-marketing. Secondly, the aim was to analyze ethnicmarketing approaches, strategies and structures of meaning lying behind involved parties such as the field of market research and ethnic-marketing agencies. Besides, it was the interest of this study to analyze a problem awareness and possible future direction of development for the ethnic-marketing approach. Ethnic-marketing lies inside a field of tension between the economic necessity to segment the mass-market into responsive costumer segments and the cultural and social science-oriented critique of the interestbased construction of target groups only based on constructed ethnic characteristics. For this analysis, qualitative research methods were used by conducting guided expert interviews. The results were coded based on the analysis method of Grounded Theory. Main outcome of this study was that former ethnic-marketing approaches are based on a deterministic understanding of culture and ethnicity and are therefore outdated and no longer supportable. Societal processes and cultural-science based approaches show that ethnic-marketing cannot be seen as a solely incoherent economic phenomena but instead needs to be located in a societal context having impact on the consumer and vice versa. The possibilities of digital market research and segmentation provide suitable data for a needed new approach to ethnic-marketing.