Incorporates: Journal of Marketing Practice: Applied Marketing Science
Online from: 1983
Subject Area: Marketing
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|Title:||Anthropology and ethnography: contributions to integrated marketing communications|
|Author(s):||Claudia Mendez, (Department of Communication, University of Louisiana at Lafayette, Lafayette, Louisiana, USA)|
|Citation:||Claudia Mendez, (2009) "Anthropology and ethnography: contributions to integrated marketing communications", Marketing Intelligence & Planning, Vol. 27 Iss: 5, pp.633 - 648|
|Keywords:||Communication, Consumer behaviour, Ethnography, Integrated marketing communications, Market research|
|DOI:||10.1108/02634500910977863 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach.
Design/methodology/approach – Starting from a brief description of the different ways in which the discipline of anthropology has studied consumption, the paper turns to review how it can serve effectively to understand both the corporate as well as the consumer culture.
Findings – The role that the anthropological discipline plays in IMC strategies is presented, along with some examples of how different firms have used it.
Originality/value – This paper is an approach to understanding ethnography, not only as a market research methodology, but also as a corporate tool.
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