Document Type

Article

Journal/Book Title/Conference

Marketing Intelligence and Planning

Volume

27

Issue

5

Publisher

Emerald Group Publishing Limited

Publication Date

3-2009

First Page

1

Last Page

32

Abstract

This paper explores the ways in which anthropological research, specifically ethnography, can be useful in an Integrated Marketing Communication 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. Furthermore, the role that the anthropological discipline plays for Integrated Marketing Communication strategies is presented along with some examples of how different firms have used it. 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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