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Article Title

마케팅과 Ethnography

Authors

Chang Jo Yoo

Abstract

This article challenges necessity of interdisciplinary studies between anthropology and marketing for more effective applications of ethnography in marketing fields. Anthropologist, Yong Sook Lee recently submitted an article about "application of ethnography in marketing fields" to open plaza at Korean Journal of Marketing. While she provides anthropologist` perspectives about applications of ethnography in marketing fields, this article attempts to enhance the marketers` understanding about ethnography by providing marketers`s perspectives about the same issues.

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