Etnomarketing, la dimensión cultural del marketing
Abstract
En este artículo se propone una nueva y revolucionaria aproximación conceptual denominada etnomarketing. Reafirmando el carácter contextual del marketing, en el cual la cultura es vista como la guía del éxito empresarial, se presentan las características del etnomarketing. Primero, se describen los principales rasgos del etnomarketing, enfatizando sus fundamentos epistemológicos: la etnicidad, el etnoconsumo, la dimensión cultural++ de los mercados y las culturas organizacionales orientadas a estos. Segundo, se mencionan los postulados del etnomarketing. Tercero, se muestra la matriz estratégica del etnomarketing, resaltando las tres funciones de este: comprender consumidores, conquistar compradores y conservar clientes. Cuarto, se precisan las interrelaciones entre el etnomarketing y la organización. Quinto, se explican las mutuas influencias entre la etnografía y el etnomarketing. Sexto, se registran las principales fortalezas del etnomarketing. Finalmente, se sugieren algunas implicaciones del etnomarketing en la investigación académica.
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References
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Belk, R. (1987). “Material Values in the Comics: A Content Analysis of Comics Book Featuring Themes of Wealth”. Journal of Consumer Research. Vol. 14, 26-42.
Belk R., Wallendorf M., And Sherry J.(1989). “The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey”. Journal of Consumer Research. Vol. 16, June, 1-38.
Belk, Russell (1988). “Possessions and the extended self”. Journal of Consumer Research. Vol. 15. September
Borden, N.H. (1964) “The concept of the marketing mix”. Journal of Advertising Research. Vol. 4. June
Creswell, John. (1994). “Research design. Qualitative and quantitative approaches”. Sage. New York
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Douglas, M., and Isherwood, B. (1979). “The World of Goods: Towards an Anthropology of Consumption”. New York: Norton.
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Hernández, Miguel y Rodríguez, Augusto (2001). “El objeto de estudio de la disciplina de marketing”. Revista Colombiana de Marketing. Año 2. No. 3. Diciembre
(1997). “Cultures and Organizations. Software of the Mind”. Intercultural Cooperation and its Importance of Survival. UK: mcgraw-Hill.
Horowitz, D.L. (1985). “Ethnic groups in conflict”. Berkeley. University of California Press.
Kholi, A and Jaworski, B. (1990). “Market orientation: the construct, research propositions, and managerial implications”. Journal of Marketing. Vol. 54.
(1995). “Le marketing stratégique. Fondements, méthodes et applications”. Mcgraw-Hill. Paris. 2da. Ed.
Lindridge, Andrew and Dibb, Sally (2003). “Is “culture” a justifiable variable for market segmentation. A cross-cultural example”. Journal of Consumer Behavior. Vol 2. Iss. 3
Mariampolsky, Hy. (1999). “The power of ethnography. Market Research Society”. Journal of the Market Research Society, London, January
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Narver, J and Slater, S. (1990). “The effect of a market orientation on business profitability”. Journal of Marketing, Vol. 54
Nooteboom, Bart (1992). “A postmodern philosophy of markets”. International Studies of Management & Organization. Summer.
Oswald, L.R. (1999). “Culture swapping: consumption and the ethnogenesis of middle- class Haitian immigrants”. Journal of Consumer Research, 25. Marchh
Páramo Dagoberto; Díaz, Domingo (2004). “Cultura de consumo. Caso: Licores en Barranquilla”. Ediciones Uninorte (en prensa)
Páramo, Dagoberto. (1998a) “Culturas organizacionales orientadas al mercado. Un modelo para su implementación”. Monografía de Administración No. 51. Facultad de Administración. Universidad de los Andes.
Páramo, Dagoberto (1998b). “Una aproximación al concepto de marketing”. Revista Gestión No. 5. División de Ciencias Administrativas. Universidad del Norte. Barranquilla.
Páramo, Dagoberto (2000a) “La etnografía, una aproximación antropológica al estudio del comportamiento del consumidor”. Revista Colombiana de Marketing. Año 1. No. 1. Junio
Páramo, Dagoberto (2000b). “El marketing, una expresión cultural”. En: Lecturas Escogidas de Mercadeo. Asomercadeo, Medellín.
Páramo,, Dagoberto (2004a). “Etnomarketing, la dimensión cultural del marketing”. (libro en proceso)
Páramo,, Dagoberto (2004b). “Marketing, su esencia conceptual”. Ediciones Uninorte. Barranquilla (Colombia).
Peñaloza, Lisa (1994). “Atravesando Fronteras/Border Crossings: A Critical Ethnographic Exploration of the Consumer Acculturation of Mexican Immigrants. Journal of Consumer Research, Vol. 21, June, 32-54
Peñaloza, Lisa (2000). “The commodification of the American West: Marketers’ production of cultural meanings at the trade show.” Journal of Marketing. New York, October.
Pires, Guilherme, (1999). “Domestic cross cultural marketing in Australia: a critique of the segmentation”. Journal of Marketing Theory and Practice. Vol 7. Iss. 4. Fall
Rao, C.P. (1997). “Special Issue on multicultural marketing”. Comments form the Editor. Journal of marketing Theory and Practice. 5. Winter.
Rossman, Marlene (1994). “Multicultural marketing”. AMA.
Sandoval, Eduardo (2003). “Guía para realizar prácticas de campo. Guías didácticas para docentes y alumnos”. Uaemex. México.
Schein, E. (1985). “Organizations, culture and leadership”. San Francisco: Jossey-Bass
Spillman, Lyn (1999). “Enriching exchange: Cultural dimensions of markets”. The American Journal of
Economics and Sociology. New York. October
Triana, Gloria (1989). “La cultura popular en Colombia”. En: Nueva Historia de Colombia. Planeta. Bogotá.
Vavra, Terry (1994). “Aftermarketing”. Addisson Wesley Iberoamericana
Veblen, Thorstein. (1899). “The theory of the leisure class”. In the collected works of Thorstein Veblen. Vol. 1. Reprinted. London: Routledge (1994).
Venkatesh, Alladi (1995). “Etnoconsumerism: A new paradigm to study cultural and cross-cultural consumer behavior”. In Marketing in a multicultural world. Janen Arnold Costa and Gary Barnossy (editors). Sage Thousand Oaks, CA
Wilensky, Alberto. (1986). “Marketing estratégico. Enfoque simbólico de la demanda y clave real del negocio”. Editorial Tesis. Buenos Aires.
Yau, O.M. (1988). “Chinese Cultural Values: Their dimensions and Marketing Implications”. European Journal of Marketing. Vol. 22 (5), 44-57.
Zeithmal, Carl & Zeithmal, Valerie (1984). “Environmental management: revising the marketing perspective”. Journal of Marketing. Vol. 48. Spring.
Arnold, E. (1989). “Toward a Broadened Theory of Preference Formation and the Diffusion of Innovations: Cases from Zinder Province, Niger Republic”. Journal of Consumer Research. Vol. 16, September, 239-267. (1994). “Market-oriented ethnography: Interpretation Building and marketing strategy formulation”. Journal of Marketing Research. Vol. XXXI November
Assael, Henry (1999). “Comportamiento del consumidor”. International Thomson Editores. México
Barley, S.R. (1983). “Semiotics and the study of occupational and organizational cultures”. Administrative Science Quaterly. 28
Barney, J. (1986). “Organizational culture: can it be a source of sustained competitive advantage?” Academy Of Management Review. Vol. 11. No. 3
Barth, F (1969) Introduction, In F. Bath (ed). Ethnic groups and boundaries: The social organization of culture difference. London: Allen & Unwin
Bauer, R.A., Cunningham, S.M. and Wortzel, L.H. (1965). “The marketing dilemma of Negroes”. Journal of Marketing. 29
Belk, R. (1987). “Material Values in the Comics: A Content Analysis of Comics Book Featuring Themes of Wealth”. Journal of Consumer Research. Vol. 14, 26-42.
Belk R., Wallendorf M., And Sherry J.(1989). “The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey”. Journal of Consumer Research. Vol. 16, June, 1-38.
Belk, Russell (1988). “Possessions and the extended self”. Journal of Consumer Research. Vol. 15. September
Borden, N.H. (1964) “The concept of the marketing mix”. Journal of Advertising Research. Vol. 4. June
Creswell, John. (1994). “Research design. Qualitative and quantitative approaches”. Sage. New York
Cui, G (1997). “Marketing strategies in a multi-ethnic environment”. Journal of Marketing Theory and Practice. 5. Winter.
De Vos, G (1975). “Ethnic pluralism: Conflict and accommodation”. In G. de Vos & L Romanucci-Roos (Eds.), Ethnic identity: cultural continuities and change. Chicago: University of Chicago Press.
Douglas, M., and Isherwood, B. (1979). “The World of Goods: Towards an Anthropology of Consumption”. New York: Norton.
Geertz, C. (1973). “The Interpretation of Cultures”. Basic Books. New York
Gronroos, Christian, (1994). “From marketing mix to relationship marketing–toward a paradigm shift in marketing”. Management Decision. Vol. 32 Iss. 2
Gronroos, Christian, (1997). “Keynote paper from marketing mix to relationship marketing – toward a paradigm shift in marketing”. Management Decision. Vol. 35 Iss. 4
Guber, Rosana (2001). “La etnografía. Método, campo y reflexividad.” Editorial Norma. Colombia
Hall, E (1977). “Beyond culture.” Anchor Books. New York.
Hernández, Miguel y Rodríguez, Augusto (2001). “El objeto de estudio de la disciplina de marketing”. Revista Colombiana de Marketing. Año 2. No. 3. Diciembre
(1997). “Cultures and Organizations. Software of the Mind”. Intercultural Cooperation and its Importance of Survival. UK: mcgraw-Hill.
Horowitz, D.L. (1985). “Ethnic groups in conflict”. Berkeley. University of California Press.
Kholi, A and Jaworski, B. (1990). “Market orientation: the construct, research propositions, and managerial implications”. Journal of Marketing. Vol. 54.
(1995). “Le marketing stratégique. Fondements, méthodes et applications”. Mcgraw-Hill. Paris. 2da. Ed.
Lindridge, Andrew and Dibb, Sally (2003). “Is “culture” a justifiable variable for market segmentation. A cross-cultural example”. Journal of Consumer Behavior. Vol 2. Iss. 3
Mariampolsky, Hy. (1999). “The power of ethnography. Market Research Society”. Journal of the Market Research Society, London, January
McCarthy. E.J. (1964) “Basic Marketing”. Irwin. Homewood, IL
Mowen, John and Minor, Michael (1998). “Consumer Behavior”. New Jersey: Prentice Hall. 3rd Ed
Narver, J and Slater, S. (1990). “The effect of a market orientation on business profitability”. Journal of Marketing, Vol. 54
Nooteboom, Bart (1992). “A postmodern philosophy of markets”. International Studies of Management & Organization. Summer.
Oswald, L.R. (1999). “Culture swapping: consumption and the ethnogenesis of middle- class Haitian immigrants”. Journal of Consumer Research, 25. Marchh
Páramo Dagoberto; Díaz, Domingo (2004). “Cultura de consumo. Caso: Licores en Barranquilla”. Ediciones Uninorte (en prensa)
Páramo, Dagoberto. (1998a) “Culturas organizacionales orientadas al mercado. Un modelo para su implementación”. Monografía de Administración No. 51. Facultad de Administración. Universidad de los Andes.
Páramo, Dagoberto (1998b). “Una aproximación al concepto de marketing”. Revista Gestión No. 5. División de Ciencias Administrativas. Universidad del Norte. Barranquilla.
Páramo, Dagoberto (2000a) “La etnografía, una aproximación antropológica al estudio del comportamiento del consumidor”. Revista Colombiana de Marketing. Año 1. No. 1. Junio
Páramo, Dagoberto (2000b). “El marketing, una expresión cultural”. En: Lecturas Escogidas de Mercadeo. Asomercadeo, Medellín.
Páramo,, Dagoberto (2004a). “Etnomarketing, la dimensión cultural del marketing”. (libro en proceso)
Páramo,, Dagoberto (2004b). “Marketing, su esencia conceptual”. Ediciones Uninorte. Barranquilla (Colombia).
Peñaloza, Lisa (1994). “Atravesando Fronteras/Border Crossings: A Critical Ethnographic Exploration of the Consumer Acculturation of Mexican Immigrants. Journal of Consumer Research, Vol. 21, June, 32-54
Peñaloza, Lisa (2000). “The commodification of the American West: Marketers’ production of cultural meanings at the trade show.” Journal of Marketing. New York, October.
Pires, Guilherme, (1999). “Domestic cross cultural marketing in Australia: a critique of the segmentation”. Journal of Marketing Theory and Practice. Vol 7. Iss. 4. Fall
Rao, C.P. (1997). “Special Issue on multicultural marketing”. Comments form the Editor. Journal of marketing Theory and Practice. 5. Winter.
Rossman, Marlene (1994). “Multicultural marketing”. AMA.
Sandoval, Eduardo (2003). “Guía para realizar prácticas de campo. Guías didácticas para docentes y alumnos”. Uaemex. México.
Schein, E. (1985). “Organizations, culture and leadership”. San Francisco: Jossey-Bass
Spillman, Lyn (1999). “Enriching exchange: Cultural dimensions of markets”. The American Journal of
Economics and Sociology. New York. October
Triana, Gloria (1989). “La cultura popular en Colombia”. En: Nueva Historia de Colombia. Planeta. Bogotá.
Vavra, Terry (1994). “Aftermarketing”. Addisson Wesley Iberoamericana
Veblen, Thorstein. (1899). “The theory of the leisure class”. In the collected works of Thorstein Veblen. Vol. 1. Reprinted. London: Routledge (1994).
Venkatesh, Alladi (1995). “Etnoconsumerism: A new paradigm to study cultural and cross-cultural consumer behavior”. In Marketing in a multicultural world. Janen Arnold Costa and Gary Barnossy (editors). Sage Thousand Oaks, CA
Wilensky, Alberto. (1986). “Marketing estratégico. Enfoque simbólico de la demanda y clave real del negocio”. Editorial Tesis. Buenos Aires.
Yau, O.M. (1988). “Chinese Cultural Values: Their dimensions and Marketing Implications”. European Journal of Marketing. Vol. 22 (5), 44-57.
Zeithmal, Carl & Zeithmal, Valerie (1984). “Environmental management: revising the marketing perspective”. Journal of Marketing. Vol. 48. Spring.
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Published
2015-06-01
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Section
Artículos
How to Cite
Etnomarketing, la dimensión cultural del marketing. (2015). Gerencia Libre, 1, 13-34. https://revistas.unilibre.edu.co/index.php/gerencia_libre/article/view/3167
