Etnomarketing: antropologia, cultura e consumo

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Pedro Jaime Júnior

Abstract

At first the article attempts to point the cultural and symbolic aspects of the consumption and the use of an anthropological approach on the marketing management. Therefore, the text focuses on real situations that have been occured in the business world. Afterwards, using the biographic method, it describes the professional trajectories of two anthropologists who have been acting in the marketing field for many years.Furthermore, there is a goal to contribute to discussions about the interdisciplinary boundary that envolves Anthropology of Consumption and Marketing Management.

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How to Cite
JAIME JÚNIOR, P. Etnomarketing: antropologia, cultura e consumo. RAE - Revista de Administracao de Empresas , [S. l.], v. 41, n. 4, p. 68–77, 2001. Disponível em: https://periodicos.fgv.br/rae/article/view/37757. Acesso em: 18 jun. 2024.
Section
Mercadologia