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Török Anna – Kubinyi Anna Hermina (2024): Méltányosság, sokszínűség és befogadás (ED&I) a nemzetközi marketingkommunikációban – irodalmi áttekintés

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Török Anna – Kubinyi Anna Hermina (2024): Méltányosság, sokszínűség és befogadás (ED&I) a nemzetközi marketingkommunikációban – irodalmi áttekintés. In: Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 DOI:10.62561/EMOK-2024 pp. 135–135.

Authors

  • Anna, Török. Budapesti Corvinus Egyetem.
  • Anna Hermina, Kubinyi. Budapesti Corvinus Egyetem.

Abstract

Equity, diversity and inclusion (ED&I) in international marketingcommunication – a literature review

Equity, diversity and inclusion (ED&I) play an increasingly important role in international marketing communication. The purpose of ED&I marketing is for brands to take into account the needs of not only the average, numerically largest group of consumers, but also the needs of as many members of their target group as possible and address them appropriately. However, ED&I marketing communication often involves sensitive or divisive topics, so its use can be risky for companies in several ways. In addition to considering possible negative consequences, however, it is worth noting that with ED&I communication, brands can also address and retain certain consumer segments, with whom it is possible to develop greater loyalty and a deeper relationship. If ED&I is properly applied, it is also possible for brands to achieve a real positive change in society.
The article is primarily a literature review that examines the concepts of ED&I, its role in international marketing communication, and the consumer’s point of view. The study concludes with the presentation of possible research directions based on the literature review.

equity diversity inclusion equality international marketingcommunication

Language

hungarian

Details of publishing collection

Szűcs Krisztián – Putzer Petra – Törőcsik Mária (eds.) (2024): A (marketing) világ megkettőződése - Egyesület a Marketing Oktatásért és Kutatásért XXX. Nemzetközi Konferenciájának Absztrakt- és Tanulmánykötete. Pécsi Tudományegyetem Közgazdaságtudományi Kar: Pécs. ISBN: 978-963-626-318-8 DOI:10.62561/EMOK-2024

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