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- Title
ETNOGRAFIA EM MARKETING: UMA VISÃO ANTROPOLÓGICA NOS ESTUDOS DO CONSUMO.
- Authors
Contesini Santos, Natalia; Miranda de Oliveira, Victor; de Paula Medina, Camila Arantes; Nunes Pereira, Severino Joaquim; Velloso Saldanha, Jorge Alberto
- Abstract
With the emergence of the theoretical perspective of Consumer Culture Theory and the consequent recognition of culture as a central element in studies of marketing, ethnographic marketing is accepted as a viable methodology for the study of the consumer within an interpretative bias. If, on the one hand, conventional ethnography no longer accounts for the rapid circulation of meanings, objects and cultural identities, on the other hand, remain the concern with the direction this discipline of anthropology is taking when used under the label of ethnographic marketing. The objective of this theoretical essay is to discuss the advent of ethnographic marketing, its particularities, operationalization, advantages and limitations in consumer studies. Our bibliographic review allows understanding the innumerable contributions that ethnographic marketing guarantees to consumer studies, since the assumptions and limitations of this methodology are observed and fulfilled.
- Publication
Journal of Management Analysis / Revista Gestão em Análise, 2018, Vol 7, Issue 2, p202
- ISSN
1984-7297
- Publication type
Article
- DOI
10.12662/2359-618xregea.v7i2.p202-211.2018