Ethnomarketing, the cultural dimension of marketing.

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 ethnography’s mutual influences are explicained.Sixth, the main strengths of ethnomaketing are presented. Finally, some ethnomarketingresearch implications are suggested.

• Autores: Dagoberto Páramo Morales
• Fecha de publicación: 2011
• Institución: Universidad del Norte
• Repositorio: Repositorio Uninorte
• Idioma: spa
• OAI Identifier: oai:manglar.uninorte.edu.co:10584/4855
• Acceso en línea: http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/3600; http://hdl.handle.net/10584/4855
• License: http://purl.org/coar/access_right/c_abf2