Anthropology and ethnography: contributions to integrated marketing communications

Abstract

Purpose

The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach.

Design/methodology/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.

Findings

The role that the anthropological discipline plays in IMC strategies is presented, along with some examples of how different firms have used it.

Originality/value

This paper is an approach to understanding ethnography, not only as a market research methodology, but also as a corporate tool.

Citation

Mendez, C. (2009), "Anthropology and ethnography: contributions to integrated marketing communications", Marketing Intelligence & Planning, Vol. 27 No. 5, pp. 633-648. https://doi.org/10.1108/02634500910977863