Marketeando: Domesticating Marketing Education the "Peruvian Way"

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

Research output: Contribution to journalScientific reviewpeer-review

7 Scopus citations


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.
Original languageEnglish
Pages (from-to)41-57
Number of pages17
JournalJournal of Macromarketing
Issue number1
StatePublished - 29 Mar 2013


  • Peru
  • chicha culture
  • domestication
  • macromarketing
  • marketing education
  • marketing ideology


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