ETHNOMARKETING AND TRIBAL MARKETING – GENERAL ISSUES

Abstract

Ethnomarketing and tribal marketing can be regarded as subdivisions of intercultural management. This is the perspective intended to be analyzed in the proposed study, by valuing cultural specificity features that can support the effort of adaptation to a group that can be described by common features. The aim is to provide a general theoretical framework and proposals to adapt the marketing mix to a certain ethnic or "tribal" profile, in order to increase the company's performance.

Keywords

• Intercultural management
• Marketing
• Culture
• Ethnomarketing
• Tribal marketing