Marketing Intelligence and Planning
Emerald Group Publishing Limited
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.
Méndez, C. (2009). Anthropology and ethnography: Contributions to integrated marketing communications. Marketing Intelligence & Planning, 27(5), 633-648. Electronic version can be found online at: http://www.emeraldinsight.com/journals.htm?articleid=1801133&show=html