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 feature...
- Autores:
-
Dagoberto Páramo Morales
- Tipo de recurso:
- 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
- Palabra clave:
- Rights
- License
- http://purl.org/coar/access_right/c_abf2
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Dagoberto Páramo MoralesAmerica Latina2013-08-31T23:15:14Z2013-08-31T23:15:14Z2011-12-09http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/3600http://hdl.handle.net/10584/4855In 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.En este artículo se propone una nueva y revolucionaria aproximación conceptualdenominada etnomarketing. Reafirmando el carácter contextual del marketing en el cualla cultura es vista como la guía del éxito empresarial, se presentan las características deletnomarketing. Primero, se describen los principales rasgos del marketing, enfatizando susfundamentos epistemológicos: la etnicidad, el etnoconsumo, la dimensión cultural de losmercados y las culturas organizacionales orientadas al mercado. Segundo, se mencionan lospostulados del etnomarketing. Tercero, se muestra la matriz estratégica del etnomarketingresaltando las tres funciones del marketing que deben ser tenidas en cuenta: comprenderconsumidores, conquistar compradores y conservar clientes. Cuarto, se precisan las interrelaciones existentes entre el etnomarketing y la organización. Quinto, se explicanlas mutuas influencias entre la etnografía y el etnomarketing. Sexto, se registran las principalesfortalezas del etnomarketing. Finalmente, se sugieren algunas implicaciones deletnomarketing en la investigación académica.application/pdfspaRevista científica Pensamiento y GestiónRevista científica Pensamiento y Gestión; No 18: Ene-Jun 2005instname:Universidad del Nortereponame:Repositorio Digital de la Universidad del NorteEthnomarketing, the cultural dimension of marketing.Ethnomarketing, la dimensión cultural del marketing.articlepublishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/access_right/c_abf210584/4855oai:172.16.14.36:10584/48552015-10-07 01:48:45.194Repositorio Digital de la Universidad del Nortemauribe@uninorte.edu.co |
| dc.title.none.fl_str_mv |
Ethnomarketing, the cultural dimension of marketing. Ethnomarketing, la dimensión cultural del marketing. |
| title |
Ethnomarketing, the cultural dimension of marketing. |
| spellingShingle |
Ethnomarketing, the cultural dimension of marketing. |
| title_short |
Ethnomarketing, the cultural dimension of marketing. |
| title_full |
Ethnomarketing, the cultural dimension of marketing. |
| title_fullStr |
Ethnomarketing, the cultural dimension of marketing. |
| title_full_unstemmed |
Ethnomarketing, the cultural dimension of marketing. |
| title_sort |
Ethnomarketing, the cultural dimension of marketing. |
| dc.creator.fl_str_mv |
Dagoberto Páramo Morales |
| dc.contributor.author.none.fl_str_mv |
Dagoberto Páramo Morales |
| description |
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. |
| publishDate |
2011 |
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2011-12-09 |
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2013-08-31T23:15:14Z |
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2013-08-31T23:15:14Z |
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article |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
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http://purl.org/coar/resource_type/c_6501 |
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publishedVersion |
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http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/3600 |
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http://hdl.handle.net/10584/4855 |
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http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/3600 http://hdl.handle.net/10584/4855 |
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spa |
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spa |
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Revista científica Pensamiento y Gestión; No 18: Ene-Jun 2005 |
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http://purl.org/coar/access_right/c_abf2 |
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application/pdf |
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America Latina |
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Revista científica Pensamiento y Gestión |
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Revista científica Pensamiento y Gestión |
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