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De l'Odyssee a l'Iliade: stratagemes et competences pratiques en ethnomarketing

Abstract : Ethnomarketing approach represents an interesting renewal for consumer research. Methodological and epistemological particularities of ethnomarketing, associated with the Consumer Culture Theory (CCT), can constrain researchers to mobilize stratagems and bring them to deploy ingenious efforts to get into, practice and restore the ground atmosphere. Although those means account for the “tricks” of this grounded approach, they are rarely highlighted. Pursuing a pedagogic goal, this paper exposes for marketing researchers willing to explore this approach, a large number of cases and solutions allowing them to avoid some obstacles.
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Contributor : Naïla Louise-Rose <>
Submitted on : Sunday, January 11, 2015 - 4:13:31 PM
Last modification on : Thursday, July 8, 2021 - 11:00:03 AM



P. Robert-Demontrond, A. Joyeau, Valérie Beaudouin, A. Bellion, L. Sugier. De l'Odyssee a l'Iliade: stratagemes et competences pratiques en ethnomarketing. Recherche et Applications en Marketing (French Edition), SAGE Publications, 2013, 28 (4), pp.103-127. ⟨10.1177/0767370113499490⟩. ⟨halshs-01101989⟩



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