L’ethnologie dans le marketing

Sandrine Prevot ()
Additional contact information
Sandrine Prevot: CEIAS - Centre d'Études de l'Inde et de l'Asie du Sud - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: Marketing consultancy companies are currently resorting increasingly to ethnology in order to carry out « ethno-studies » or « ethnographic studies ». This interest is related to changes in consumer behaviour and the need to find new methods of inquiry to help companies improve their commercial strategies. This type of study is a method of data collection which privileges the observation of an individual in the place where they consume or buy. It is a reformulation of participant observation by marketing. This method does not however imply an anthropological analysis of the data, and the ethnologist's skills are not perceived as necessary. For the consultancies, academic analyses are in effect ‘too' theoretical and are not directly related to the concrete responses expected by the companies.

Keywords: analysis; consumer; ethnography; ethnology; ethnomarketing; marketing; theory; analyse; consommateur; ethnographie; ethnologie; ethnomarketing.; théorie; ethno-etude (search for similar items in EconPapers)
Date: 2007
Note: View the original document on HAL open archive server: https://hal.science/hal-01443852
References: View complete reference list from CitEc
Citations:

Published in Journal des anthropologues, 2007

Downloads: (external link)
https://hal.science/hal-01443852/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01443852

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().