Ethnomarketing

Abstract

In this paper a new and revolutionary marketing approach named ethnomarketing

is proposed. Reaffirming marketing con textual character in which culture is assumed to

conduct and guide the entrepreneurial success, main ethnomarketing characteristics are

presented. First, ethnomarketing principal features are described, emphasizing its four

epistemological foundations: ethnicity, ethnoconsumerism, cultural dimensions of markets,

and marketed oriented organizational culture. Second, postulates of ethnomarketing are

mentioned. Third, ethnomarketing strategic matrix elements are shown, highlighting

the three marketing functions to be fulfilled: to comprehend consumers, to conquer customers,

and conserve clients. Fourth, ethnomarketing and organization relationships are

formulated. Fifth, ethnomarketingand ethnography’s mutual influences are explicained.

Sixth, the main strengths of ethnomaketing are presented. Finally, some ethnomarketing

research implications are suggested.

Key words: Ethnomarketing, culture and marketing, ethnography and ethnomarketing,

cultural dimension of market, ethnomarketing’s postulates.

Resumen

En este artículo se propone una nueva y revolucionaria aproximación conceptual

denominada etnomarketing. Reafirmando el carácter contextual del marketing en el cual

la cultura es vista como la guía del éxito empresarial, se presentan las características del

etnomarketing. Primero, se describen los principales rasgos del marketing, enfatizando sus

fundamentos epistemológicos: la etnicidad, el etnoconsumo, la dimensión cultural de los

mercados y las culturas organizacionales orientadas al mercado. Segundo, se mencionan los

postulados del etnomarketing. Tercero, se muestra la matriz estratégica del etnomarketing

resaltando las tres funciones del marketing que deben ser tenidas en cuenta: comprender

consumidores, conquistar compradores y conservar clientes. Cuarto, se precisan las philosointerrelaciones

existentes entre el...