La etnografía como un acercamiento interdisciplinario en el mercadeo: Un nuevo intento

Translated title of the contribution: Ethnography as an interdisciplinary approach to marketing: A new attempt

Claudia Patricia Zapata Vélez, Raphael Hardy Fioravanti

    Research output: Contribution to journalArticlepeer-review

    1 Scopus citations


    The subjects of culture experience transformations in their daily lives which affect social practices, including marketing. Therefore, traditional appreciations and methods are insufficient, and there is an urgent need for dialogue with other disciplines in order to enrich these forms of thought. Here, ethno-marketing, borrowed from the ethnographic methods of cultural anthropology, may be a strategic tool to understand or comprehend marketing matters. Nonetheless, we should ask ourselves, "Is this tool just one more methodological instrument in the search for points of connection between disciplines which support marketing practice? Or, is what I can see in fact an ontological type of claim, which transcends the positive dogma that has characterised the discipline?". This work approaches these questions through documentary investigation and a presentation of experiences and arguments to support an epistemological position on the importance of interdisciplinary practice for understanding the discipline, the formation of its professionals, and approaches to its practical problems.

    Translated title of the contributionEthnography as an interdisciplinary approach to marketing: A new attempt
    Original languageSpanish
    Pages (from-to)101-119
    Number of pages19
    JournalCuadernos de Administracion
    Issue number38
    StatePublished - Jan 2009


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