Ethnomarketing, the cultural dimension of marketing*

In this paper a new and revolutionary marketing approach named ethnomarketing is proposed. Reaffirming marketing con textual character in which culture is assumed to conduct and guide the entrepreneurial success, main ethnomarketing characteristics are presented. First, ethnomarketing principal features are described, emphasizing its four epistemological foundations: ethnicity, ethnoconsumerism, cultural dimensions of markets, and marketed oriented organizational culture. Second, postulates of ethnomarketing are mentioned. Third, ethnomarketing strategic matrix elements are shown, highlighting the three marketing functions to be fulfilled: to comprehend consumers, to conquer cus-tomers, and conserve clients. Fourth, ethnomarketing and organization relationships are formulated. Fifth, ethnomarketingand ethnography’s mutual influences are explicained. Sixth, the main strengths of ethnomaketing are presented. Finally, some ethnomarketing research implications are suggested. Key words: Ethnomarketing, culture and marketing, ethnography and ethnomarket-ing, cultural dimension of market, ethnomarketing’s postulates