ETHNOGRAPHIC RESEARCH IN MARKETING: PAST, PRESENT, AND POSSIBLE FUTURES

The article covers periods, events, contexts, research and projects in the Consumer Culture sphere within and outside Brazil. Our account is guided by the contributions of qualitative research and especially ethnography, and reveals the very different pathways followed by Consumer Culture. In contrast, our attempt to guess possible futures in this area involve the analysis of similarities between local, national and international practices, in the search for new methodological and theoretical constructs in Consumer Culture and Marketing.