Ethnic Marketing and the Different Cultural Dimensions
1. Introduction
The man in his desire to know, measure and control everything has develop remarkable capacity for the study of the phenomena that occur. The positive paradigm of approaching the discovery of reality has certainly shown multiple benefits, as their thoroughness, accuracy, statistical and control variables among many other factors allowed drawing conclusions valuable in different areas of knowledge and progress.
This way of studying sees appropriate precisely because of its benefits in controlling and monitoring. However, this puts to manifest that human beings should not be mere variables to be studied, rather, people with specific roles that need to be understood and measured in some respects but not in all. Reference to Geertz shows that the analysis of culture doesn 't has to be an experimental science in search of laws, but an interpretative science is search of meanings.
The work of Lindridge & Dibb found that a new school of thought has emerged in marketing that sees marketing as a social process where culture plays a role as the backdrop for the development of consumption pattern of certain products and services. They have been gaining a symbolism not imagined before; in this new tendency, marketing is part of a given culture (Farmer, 1981).
2. Marketing to multicultural audiences
Marketing to multicultural audiences has relied on ethnicity as a historical construct from the principles that operate within each human group. According to Schein culture with all it symbolism its printed in human behavior and the ethnic marketing begins to unravel the unknowns behind the values and beliefs as well as the core or the cultural roots. This new approach of marketing which segments culture is breaking the traditional approach of marketing that tries to reduce it to an universal formula with superficial variations (Gronroos, 1997) without paying attention to the adjustments that need to be made to function in today 's new
The man in his desire to know, measure and control everything has develop remarkable capacity for the study of the phenomena that occur. The positive paradigm of approaching the discovery of reality has certainly shown multiple benefits, as their thoroughness, accuracy, statistical and control variables among many other factors allowed drawing conclusions valuable in different areas of knowledge and progress.
This way of studying sees appropriate precisely because of its benefits in controlling and monitoring. However, this puts to manifest that human beings should not be mere variables to be studied, rather, people with specific roles that need to be understood and measured in some respects but not in all. Reference to Geertz shows that the analysis of culture doesn 't has to be an experimental science in search of laws, but an interpretative science is search of meanings.
The work of Lindridge & Dibb found that a new school of thought has emerged in marketing that sees marketing as a social process where culture plays a role as the backdrop for the development of consumption pattern of certain products and services. They have been gaining a symbolism not imagined before; in this new tendency, marketing is part of a given culture (Farmer, 1981).
2. Marketing to multicultural audiences
Marketing to multicultural audiences has relied on ethnicity as a historical construct from the principles that operate within each human group. According to Schein culture with all it symbolism its printed in human behavior and the ethnic marketing begins to unravel the unknowns behind the values and beliefs as well as the core or the cultural roots. This new approach of marketing which segments culture is breaking the traditional approach of marketing that tries to reduce it to an universal formula with superficial variations (Gronroos, 1997) without paying attention to the adjustments that need to be made to function in today 's new
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