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| Natura: | Artículo científico |
| Lingua: | en |
| Pubblicazione: |
Universidad del Norte
2005
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| Accesso online: | https://www.redalyc.org/articulo.oa?id=64601808 |
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Sommario:
- Ethnomarketing, the cultural dimension of marketing Dagoberto Páramo Morales Administración y Contabilidad Ethnomarketing culture and marketing ethnomarketings postulates cultural dimension of market ethnography and ethnomarketing In this paper a new and revolutionary marketing approach named ethnomarketingis proposed. Reaffirming marketing con textual character in which culture is assumed toconduct and guide the entrepreneurial success, main ethnomarketing characteristics arepresented. First, ethnomarketing principal features are described, emphasizing its fourepistemological foundations: ethnicity, ethnoconsumerism, cultural dimensions of markets,and marketed oriented organizational culture. Second, postulates of ethnomarketing arementioned. Third, ethnomarketing strategic matrix elements are shown, highlightingthe three marketing functions to be fulfilled: to comprehend consumers, to conquer customers,and conserve clients. Fourth, ethnomarketing and organization relationships areformulated. Fifth, ethnomarketingand ethnographys mutual influences are explicained.Sixth, the main strengths of ethnomaketing are presented. Finally, some ethnomarketingresearch implications are suggested. 2005 artículo científico 1657-6276 https://www.redalyc.org/articulo.oa?id=64601808 en http://www.redalyc.org/revista.oa?id=646 Pensamiento & Gestión application/pdf Universidad del Norte Pensamiento & Gestión (Colombia) Num.18