Marketeando: Domesticating Marketing Education the 'Peruvian Way'

Janice Denegri-Knott; Terrence H. Witkowski; Gina Pipoli

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Marketeando: Domesticating Marketing Education the 'Peruvian Way'

机译：Marketeando：以“秘鲁方式”驯化营销教育

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Based on cultural hybridity theory, this article uses the concept of domestication to explore how global marketing thought and its instruction are diffusing through a rapidly developing country, Peru. Drawing from several types of primary source documents and augmented by personal interviews, the study provides a brief overview of marketing education in Peru and then examines two instances where marketing knowledge appears to be have been domesticated by Peruvian educators-marketing as a philosophy of life and marketing as praxis. The findings contribute to macromarketing theory by examining the interactions between imported marketing education and an emerging market society. Their theoretical implications for further macromarketing research are discussed.

机译：基于文化杂交理论，本文使用驯化的概念来探讨全球营销思想及其指导如何在迅速发展的国家秘鲁传播。该研究从几种类型的主要原始资料中提取并通过个人访谈进行了补充，简要概述了秘鲁的营销教育，然后研究了秘鲁教育工作者似乎已将营销知识驯化的两种情况-营销作为一种生活哲学和营销作为实践。通过研究进口营销教育与新兴市场社会之间的相互作用，这些发现为宏观营销理论做出了贡献。讨论了它们对进一步的宏观营销研究的理论意义。

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来源
《Journal of macromarketing》 |2013年第1期|41-57|共17页
作者
Janice Denegri-Knott; Terrence H. Witkowski; Gina Pipoli;
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作者单位

Bournemouth Media School, Poole, United Kingdom,Bournemouth Media School - CMC Talbot Campus Fern Barrow, Poole, United Kingdom;

California State University, Long Beach, CA, USA;

Universidad del Pacifico, Lima, Peru;

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正文语种 eng
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关键词
marketing education; macromarketing; marketing ideology; domestication; Peru; chicha culture;

机译：营销教育;宏观营销;营销思想;驯化秘鲁;奇恰文化;

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2. Domestication of international norms for sustainable resource governance: Elite capture in Peru [J] . Gustafsson Maria-Therese, Merino Roger, Scurrah Martin European environment . 2020,第5期

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3. Interspecies Respect and Potato Conservation in the Peruvian Cradle of Domestication [J] . Ange Olivia Conservation & society . 2018,第1期

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7. Domestication of international norms for sustainable resource governance: Elite capture in Peru [O] . Maria‐Therese Gustafsson, Roger Merino, Martin Scurrah 2020

机译：对可持续资源治理的国际规范的驯化：秘鲁精英捕获

Marketeando: Domesticating Marketing Education the 'Peruvian Way'

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