Ethnomarketing, the cultural dimension of marketing.

Abstract

In this paper a new and revolutionary marketing approach named ethnomarketing
is proposed. Reaffirming marketing con textual character in which culture is assumed to
conduct and guide the entrepreneurial success, main ethnomarketing characteristics are
presented. First, ethnomarketing principal features are described, emphasizing its four
epistemological foundations: ethnicity, ethnoconsumerism, cultural dimensions of markets,
and marketed oriented organizational culture. Second, postulates of ethnomarketing are
mentioned. Third, ethnomarketing strategic matrix elements are shown, highlighting
the three marketing functions to be fulfilled: to comprehend consumers, to conquer customers,
and conserve clients. Fourth, ethnomarketing and organization relationships are
formulated. Fifth, ethnomarketingand ethnography’s mutual influences are explicained.
Sixth, the main strengths of ethnomaketing are presented. Finally, some ethnomarketing
research implications are suggested.