Submitted by: Submitted by papupsyc
Views: 231
Words: 296
Pages: 2
Category: Other Topics
Date Submitted: 06/19/2011 04:21 AM
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...