The Contribution of Ethnology to Research in Consumer and Shopper Behavior: Toward Ethnomarketing

6533b82ffe1ef96bd1294eaf

RESEARCH PRODUCT

The Contribution of Ethnology to Research in Consumer and Shopper Behavior: Toward Ethnomarketing

Olivier Badot Bernard Cova Dominique Desjeux Christophe Carrier Marc Filser

subject

Marketing Ethnology Advertising Marketing Psychology Consumer behaviour

description

This theoretical paper analyzes the influence of ethnology on contemporary research in consumer and shopper behavior and in retailing. Within this framework, it defines the concept of ethnomarketing and sketches its epistemological status and operating rules. The final part points out the managerial contributions of ethnomarketing.

year	journal	country	edition	language
2009-03-01	Recherche et Applications en Marketing (English Edition)

https://doi.org/10.1177/205157070902400106

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