Migration and Minorities in Europe

  • Josep Franch
  • Verena Gruber
  • Matthew Hawkins


Panzani’s appreciation of Muslims’ preferences and tastes in France illustrates the importanttask of accounting for the needs of different ethnic groups, which increasingly form a crucial customer segment. As the marketplace becomes ever more pluralistic, accommodating various minorities and cultural subgroups, marketers increasingly need to be aware of these differences in order to remain viable and competitive players.


Host Country Minority Group Home Country Migrant Community Turkish Migrant 
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Additional Readings

Additional Readings

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  3. Erdem, K & Schmidt, R. (2008). Ethnic Marketing for Turks in Germany. International Journal of Retail and Distribution Management. Vol. 36, No. 3, pp. 213–223.Google Scholar


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Josep Franch
    • 1
  • Verena Gruber
    • 2
  • Matthew Hawkins
    • 3
  1. 1.Research Group on Brand and Consumption at ESADEBarcelonaSpain
  2. 2.International Marketing ManagementWU ViennaAustria
  3. 3.Research Group on Brand and Consumption at ESADEBarcelonaSpain

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